Branding Inside-Out

Branding inside out BRAND BUILDING

“Culture eatS strategy for lunch.”

Branding inside out.. Why? because

Spheres of CommunicatioN INFLUENCE

Knowledge Core

Participative

Shared Expectations

Positive, Motivated, Quality Work, Involved

Branding Inside – out?

What is the EXPERIENCE?

What you actually DO?

What you SAY?

BRAND VALUE

Discretionary Effort = 40%

NB: Contextualize Behavior's of each person / role What needs to be done to deliver the brand promise?

why

The importance of speed

-­‐  Customers are in the here and now and are market savvy

-­‐  Opinions are formed in minutes and seconds

-­‐  Interest is lost rapidly -­‐  Response rate – Mission Critical -­‐  Decisions are made quickly -­‐  Action are taken IMMEDIATELY

Branding Inside – out?

why

This necessitates having…

-­‐  A strategy -­‐  Communications objectives across

multiple platforms -­‐  A crystal clear understanding of your

audience -­‐  People who know and are responsible

for it -­‐  A clear understanding of how your

business must behave

-­‐  Collaborative inclusive process of from: -­‐  Segmenting & Targeting -­‐  SWOT -­‐  Situational Analysis -­‐  Brand Positioning -­‐  Core Brand Strategy

-­‐  Alignment of initiatives, performance and measurement.

-­‐  Internal Awareness Communication Plan

-­‐  Integrated performance management systems.

Branding inside–out