When a project becomes a brand
Reflecting on a number of projects working with large well known band names I began to wonder if major programmes can take on the characteristics of a brand. Large brand based companies know a thing or two about the importance of brand and I wonder how this might more widely apply to projects.
Oxford Dictionary definition of brand: “A particular identity or image regarded as an asset”
Brand image:A construct created within the minds of people, consisting of the information and expectations associated with a product, service or the company providing them. It often sits alongside the brand values as a projection of the product and company values against an expectation of the consumer. This ideally creates customer advocacy for a product or service. Often brand endorsement by a well know person is used to construct further advocacy based on the affinity and trust of the consumer with that person.
Brand and projects:
- When did you last think about the brand name of your project at the start such that it resonates with those that will interact with it over, sometimes long periods of time?
- Are projects seen as assets to be nurtured?
- Does the project inspire collaboration and support, is it easy to identify with?
Can a name really influence the outcome?
I believe that it can, so choose your project names carefully, to
positively support the outcome required and resonate with stakeholders.
For example “The energy legislation project” or “The eco project” or “Eco” which fits best?
How is the project image constructed in the minds of the stakeholders?
Listening to your market place, the project stakeholders, is key to
understanding the brand image construct and also the people creating it
in their minds. Analysis of this input evaluates their needs and desires
for the project.
Is the project sponsor well enough known?
Does the sponsor advocate for the project and help build project trust within the wider business audience?
The outward project value proposition can influence who
supports/advocates for the project and who does not. Be clear about the
benefits of the project offering.
Project personality
Image is very much influenced by the conduct of the project team,
sponsor and project manager. The team values of this group can set the
tone for a project and form part of the project brand. The project
manager should help promote the expected behaviours within the team and
around the project.
Good values help win-out in difficult times. Delivering professional,
consistent and supportive behaviours throughout, allows the
consumer/stakeholder to give support and be loyal to the project brand.