Learn to build brand from the Pyramids

I wrote last week about the importance of a big idea, but that is only inside an enlightened head. What can we learn from the pyramid-builders about bringing an idea to life?

An enduring brand is built by a band of believers

 Pyramid-building needed brilliant architects, stonecutters and most importantly, millions of workers. Keeping this enterprise running would require a clear organisation chart and great people policies. Paying people well was a big help, but the thought of building something to last for eternity was a bigger motivator.

Excavations today show the building organisation was highly structured and motivated. Divided into teams with clear reporting lines, work teams had well demarcated responsibilities and there was healthy competition.

Great brands are also built by great organisations. At the top is a CEO who believes in the power of great brands and keeps that thought at the centre of the organisation's efforts. He leads strategic thinking and provides adequate resources.

He should own the marketing function. The CEO of a leading company in India got it right, saying: "Building the brand is our passion and we wear it on our sleeve. We want to make our brand a love mark in India".

The leader understands that passion also comes from getting the right people in the right job. Behind every successful brand is a team that guards and builds brand equity. This team has representation from every single function. The roles and responsibilities of each individual are well defined and the measures clearly identified; but the ultimate goal of each member is to build a strong brand.

Getting and keeping this team requires a strong commitment and investment in people, starting with recruitment, training, pay and benefits.

The pyramid-builders rebelled and left to find the Promised Land. If you don't take care of your brand builders, they too will leave for that promised Brand.

Treat failures like stepping stones to success. But once you get it right, replicate like hell.

The Egyptians were experimenters. The first pyramid actually started as a large platform. As it took shape the architect thought of putting another platform on top. And then he put one more on top and so on for seven times till the stepped pyramid at Saqqara was created.

While it was something radical, he was not satisfied so he began work on a smooth pyramid. But it took many decades with many failures before he found the right angle and size to build a perfectly smooth pyramid.

Once they had the success model, the Egyptians went on a building frenzy, making over 500 all over the country.

Building great brands is not easy. Every failure is a learning opportunity and a stepping stone to success.

So they tried, learned and succeeded - but did you know that the pyramids were almost destroyed many times?

That they have survived is due to visionaries and partly to sheer luck. Brands also encounter such crises in their lifetimes. What does it take to survive the test of time?

Bangkok-based Umesh Phadke has worked with Procter and Gamble for 13 years.