When selling products or services to consumers, branding is key to success. While many factors help a brand succeed, the brand name is at the top of the list. Brand names serve as identifiers for products or services, helping distinguish them from competitors. They convey a certain image, values, and reputation, influencing consumer perceptions and loyalty. Brand names can set the tone for every other interaction.
With that understanding, think about our brand name for a moment: “Business Relationship Management.” Does it create an identity for BRMs? Does it help BRMs stand out and differentiate themselves from others in an IT (or other) organization? Does it let customers know what to expect and influence their perceptions?
The answer is a resounding “No.” While “BRM” may make sense to everyone reading this, it is not well-known or understood by others. One of my favorite expressions is, “You get one chance at a first impression.” Utilizing an uninspiring and vague name is not the way to win hearts and minds. We need to do better.
When thinking of a brand name for our craft, let’s get this out of the way at the top: BRM is NOT simply about relationships. Relationships are indeed crucial for the success of this role – but they are essential to every role. It is what we do with those relationships and how we positively impact the organization that matters most. It is how we differentiate what we do from the rest of IT. Let’s focus on that.
In the High-Performing BRM class, we define BRM as follows:
“We are a business-focused organization within IT that combines strategic vision with action to deliver results that drive growth, increase effectiveness, and improve business performance.
Think of the keywords in that description. A business-focused organization. One that combines strategic vision with action. A capability that impacts the organization to drive growth, increase effectiveness, and improve business performance. What CEO or CIO wouldn’t want that?
Now comes the naming part. This is a marketer’s dream. Think of it this way: Let’s say you started your own company, and the elevator pitch above is your mission. It is your brand. How would you name it so it resonated with potential customers and got their attention? It would be best if you came up with something inspirational that evokes what you do and, most important, gives them a reason to want to engage with you.
What would you call it? And what would you call the people who perform the role?
Before you try doing that, consider this when thinking of a name:
And remember, we also need job titles for the people who perform this role. The title should broadcast the answers to essential questions: who you are, what you do, and the level at which you operate in your organization. Job titles can be a source of empowerment to provide license for individuals to do their jobs effectively.
So (drumroll, please), what do we call this thing, our brand? A good strategy is to lock yourselves in a room with a whiteboard or two and brainstorm some ideas that fit your organization and its culture.
Here are some examples to consider. The department name (e.g., IT) is frequently included too.
Notice how many have the word “relationship” in their titles? None!
Each organization should decide the job title that works best for them and their industry. By creating a strong, descriptive, and value-oriented title, you send a valuable message to your business partners and let the people within these roles know they should feel empowered and encouraged as valued members of the organization.
About the Author
Jeff Warren is the President of Barkley Consulting Group, a leading BRM consulting firm that helps organizations develop top BRM talent and create impactful BRM programs. Jeff has over 35 years of leadership and innovation experience as an IT executive, with a focus on business and technology.
