Why Every Project Needs a Brand (and How to Create One)

Broadly speaking, a brand can be defined as a unique value proposition expressed in a relevant and differentiated way such that it creates preference and loyalty among key audiences. Project leaders must sequence, time and articulate core messages about their projects to the right audiences. The key is to adapt the principles of traditional brand management to the planning, development, launch and delivery of project initiatives. Project managers and project sponsors will gain distinct advantage and be in stronger positions to achieve their goals, advance their careers and deliver on the company's business objectives if they adapt the principles of traditional brand management to the planning, development, launch and delivery of project initiatives.