Discovering Your Project's Inner Being

As a project manager, you are almost always juggling as many responsibilities as you can handle--sometimes more. The last thing on your mind is how to brand your project and promote it.  But if you take a moment to look at the business world in general, you’ll find branding and marketing are integral parts of most successful businesses; the same could be true for projects.  Companies worldwide brand their goods and services by defining themselves for customers and competitors.  Branding has the power to help people understand your project, garner their support and make your job easier in the long run.  

A general example from the business world can illustrate the impact of successful branding. Intel, the computer processor manufacturer, decided to brand their processors at a time when there was fierce competition in the marketplace.  While others were busy making computer processors and developing various business strategies, Intel was doing all of that while also educating the general populace about their product.  Their logo, in combination with the familiar four-note identifier, drove consumers to believe that computers with “Intel Inside” were somehow superior to those with other processors.  Today, computer users who don’t know the difference between a hard drive and a floppy disc, request Intel processors as a matter of course.

Branding …