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.<\/p>\n\n\n\n
Oxford Dictionary definition of brand:<\/strong> “A particular identity or image regarded as an asset” Can a name really influence the outcome?<\/strong> 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… Continue Reading…<\/a><\/p>\n","protected":false},"author":1,"featured_media":473,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[6],"tags":[7,8],"class_list":["post-472","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-pm-mgt","tag-brand","tag-project"],"_links":{"self":[{"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/posts\/472","targetHints":{"allow":["GET"]}}],"collection":[{"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/users\/1"}],"replies":[{"embeddable":true,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/comments?post=472"}],"version-history":[{"count":0,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/posts\/472\/revisions"}],"wp:featuredmedia":[{"embeddable":true,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/media\/473"}],"wp:attachment":[{"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/media?parent=472"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/categories?post=472"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/projecttech.uk\/index.php\/wp-json\/wp\/v2\/tags?post=472"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}
Brand image:<\/strong>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: <\/strong><\/p>\n\n\n\n
\nI believe that it can, so choose your project names carefully, to \npositively support the outcome required and resonate with stakeholders.
\nFor 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?<\/strong>
\nListening to your market place, the project stakeholders, is key to \nunderstanding the brand image construct and also the people creating it \nin their minds. Analysis of this input evaluates their needs and desires\n for the project.
Is the project sponsor well enough known?<\/strong>
\nDoes the sponsor advocate for the project and help build project trust within the wider business audience?
\nThe outward project value proposition can influence who \nsupports\/advocates for the project and who does not. Be clear about the \nbenefits of the project offering.
Project personality<\/strong>
\nImage is very much influenced by the conduct of the project team, \nsponsor and project manager. The team values of this group can set the \ntone for a project and form part of the project brand. The project \nmanager should help promote the expected behaviours within the team and \naround the project.
\nGood values help win-out in difficult times. Delivering professional, \nconsistent and supportive behaviours throughout, allows the \nconsumer\/stakeholder to give support and be loyal to the project brand.
<\/p>\n\n\n\n\nHow is your project brand, is it seen as an asset?<\/h3>\n","protected":false},"excerpt":{"rendered":"