ANNELEIGH is a career marketer dedicated to understanding and building both brands and the people who manage them into critical elements of their businesses. She has extensive experience in FMCG brands having held brand management and senior marketing positions at Procter & Gamble and National Brands (AVI Ltd). She now works with a portfolio of exceptional niche organisations in the areas of Brand Strategy, Brand Development, Implementation and Marketing Skills training.
Anneleigh is a member of the Marketing Association of South Africa, Founder of The Brand Conservatory, partner in Veldt homeware, Contributing Editor for Fast Company SA, keen iPhonographer, nominally published poet (in Afrikaans no less), aspirant novelist, novice trail runner, and maintainer of the (mostly) monthly Branded Blog which is, despite it’s name, is not only about brands.
OUR PHILOSOPHY at The Brand Conservatory: Brands have become our equivalent to the conversation around the fire-place; or the village meeting. Brands are a means of identifying and communicating our values – whether the brand is a bottle of milk, a pair of shoes, or an NGO. What matters is what that brand says to and about me. Brands have become our short-hand way of making a statement about who we are, what we believe in and how we see the world. They are a way of connecting in a world upscaled beyond our capacity to converse with each individual in it.
Brands should be expressions of values and benefits built around products and services within sustainable business units that serve everyone – internal and external – who chooses to associate with the brand.
Brands need to be built on truth. The truth of what the brand does, what it offers and who it is. Let your brand tell the story of your business or organisation: allow it to share the heart of what you do, and why. Every organisation exists for a reason – your brand is the chance to explain that reason to everyone else and allow them to become part of that story. And if you do that well, you will flourish.