Sad case about building a brand

Is when you do not have any control over it, I means the management of it.

Many business owners wanted to have a brand, but they do not seem to understand what is a brand all about.

They usually think that by creating a logo for it and incorporating it into their business card, letterhead, envelope and stuff, things are done. What is brand management to them is simple - you give me the logo and I just incorporate it into everything I need to, your job is done.

Then the question is, what is the role for brand managers then?

Same goes to a personal brand, you need to manage it, communicate it well, strategize it well and then, only you can making the most out of it - making it your asset - the most valuable one for an organization.

A brand is not build on surface, it is created in minds.

It is sad when you see a brand that you built failing and falling apart because no one is managing it, delivering its promise, it is heart breaking especially you see a company is driving away from the vision of it - which come from the leader behind the organization.

To business owners: a brand is not what you say it is, it is what the customers say it is.