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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
