Successful organisations align the customer, corporate and employer brands and experiences to increase alignment to and engagement with the brand, and empower employees to deliver consistently against the brand. Research indicates that such organisations boost performance-related business outcomes by 240%1 Most organisations will have an brand idea or rally-call...
We spoke to First 5000 about the importance of and difference between Employer brand and Corporate culture. http://www.first5000.com.au/blog/attract-best-talent-building-culture-brand/...
Balance consistency and evolutionBrands should be developed as long-term assets to the company and for long-term relationships with customers and employees. Consistency is key.On the other end of the scale, complacency is dangerous. Brands need to evolve over time to accommodate business growth, new customers...
Over the last 12 working days, we've covered off a range of considerations to help you achieve your objectives.Have a look back at our articles and get in touch if you want some help very quickly assessing where you're at and what you need to...
12. Activities, action targets, timing and responsibilitiesOnce you've agreed on objectives, priority strategies and investment, you can develop your activity plan:- Customer segment and strategy- What are the activities you need to do? - What are your action targets?- What is the timing? - Who is responsible? Example:Awareness, engagement and...
11. Commercial assessment, prioritisation and investmentOnce you've assessed your strategies and how they need to be changed to achieve your objectives, you'll need to prioritise what you do and when.This requires a commercial assessment of which strategies are 'good business as usual', the quick wins (lower value,...
10. EmployeesAre your employees aligned to and engaged with your brand? Do they understand the brand values and idea, and how it drives everything they do and say on an everyday basis? Do they have the capabilities, tools, environment and empowerment to deliver against the brand and towards your objectives? Is your...
9. CommunicationsWhat are your communications objectives?Who are you talking to? How many customers do you need to talk to in order to convert a portion of them to meet your objectives? What do you want them to think/feel/do vs what they currently think/feel/do? How are you going...
8. Your brand-customer experienceEach area of the brand-customer experience or marketing mix contributes to your objectives- Product, range, packaging and innovation cycle- Service proposition and innovation cycle- Price and promotional pricing- Place/Distribution- Place/Store & Online environments- People- ProcessWhat do you need to do differently in order to achieve...
7. Brand identityYour brand identity can have a significant influence on achieving your objectives or not. Firstly, it needs to reflect your brand idea. Colours, shapes, fonts, imagery, tone of voice and language, sensory experience and your name all say something about your brand, Make sure it...