For most small businesses the name is the brand. I suspect, that is why small businesses remain small. For mid-size businesses, the name is also the brand, but there tends to be a need for more marketing and sales support; there is stationery, a website, boiler plate copy for press releases, a need to explain company ethos to new hires. In other words, the need for branding elements. Whoever creates the elements is the de facto brand manager. When it falls to the CEO, it is probably on target strategically, but inelegant. In a mid-size company, if there is a marketing person, the branding elements have a chance.
Large companies have marketing people and marketing departments. They are awash in branding elements. Smart large company marketing departments have brand strategies. Most do not. A brand strategy is “an organizing principle for product, experience and messaging.” Every company can benefit from a brand strategy. From a one-woman shop to a billion-dollar healthcare system.
Beautiful things can come from disorganization – from random assemblages. But not brands. Not brands.