Expert Interview with Richard Sauerman on the Importance of Branding

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Richard Sauerman, i.e. The Brand Guy, has made a career of helping companies with branding - and not just for marketing or advertising purposes either.

"Branding is a leadership issue," Richard says. "By this I mean branding is something that sits at the heart of what you do as a business, and drives every aspect of your business: management, business strategy, marketing, sales, distribution, innovation, HR and culture, customer service - the full catastrophe."

To Richard, the best branding comes when you align what you SAY (marketing, sales, PR, advertising, corporate communications) with what you DO (HR, reward, recognition, culture, customer service, values and behaviors).

If you're 100 percent transparent in the way you walk your own talk, you'll earn the slovenia phone number library complete trust of your staff, your business suppliers, your customers, and your investors, he adds.

We recently checked in with Richard to pick his brain a little about his philosophy on branding. Here's what he had to say:


Can you tell us about your professional background and areas of interest?
I got my brand expertise working in the ad industry for 20 years (Saatchi & Saatchi London; Ogilvy & Mather; DDB; McCann-Erickson; George Patts).

I did the strategic thinking and brand planning for some of the world's most iconic brands and companies (e.g. Cola-Cola, Microsoft, Nestle, Unilever, Johnson & Johnson, Reckitt Benkiser, Levis, Boots, Arnott's, Goodman Fielder).

I then set up my own brand consultancy in 2003 - The Brand Guy - where I expanded my "brand" area of focus beyond marketing into all areas of the organization: CEO, Executive Team, HR, Learning & Development, Internal Communications. I use brand and branding to help companies and people create the world they want to succeed in.