Initiative Branding explained
A brand is no longer what we tell the consumer it is - it is what consumers tell each other it is.
Initiative Branding Explained
A branding initiative touches all levels of the organization and, if successful, becomes an integral part of corporate life. It is essential that everyone in the organization understands and, more important, believes in the brand, its values, and its messages.Before you can sell the brand to your customers, you have to sell it to your own employees:
- You need to build a strong case for the initiative; it should make sense to the employees and not be viewed as a useless exercise.
- You need to define the branding exercise’s contribution to the organization’s intangible assets (reputation, public perception, etc.).
- You need to work to build consensus both from the top down and the bottom up.
- You need to sell it internally to as large a constituency as possible.
- Also reward brand behavior at all levels.
- It helps to promote internally with consistent, seamless communications. • Don’t deviate from strategy. Stay the course, yet be adaptive, shaping tactics to meet opportunities.
- You need to focus on taking time to appoint brand champions to lead the charge and keep attention focused.