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My views on Branding and Profiling Perspectives My experience tells me – supported by Best Business Practice - which a huge tendency is to use the branding process as the tool to re-create the enterprises excellence and market strengths – united with national branding support and focus.
Corporate Brand Conviction and Business Perspectives
A survey makes it clear that if you want to be among the leading enterprises and the winners in the industry, it is a question of extensive profiling and increased awareness of the competence of the company, the quality of the products, the services offered and the organization behind. Branding is an integrated part of your corporation and touches the enterprise’s strategy, their International Business Plans, their Customer Relationship Management focus, the marketing and PR initiatives – but most of all, the staffs ability to perform according to the brand belief – some would call it religion – I have chosen conviction, because branding is so integrated with an organizations success – that it becomes a lifestyle. The idea with branding is not to have a passive sales with incoming orders based on certification, advertising and PR – the main idea is to create a positive and open environment and trustworthy atmosphere where it is easy and secured to buy products and services – now and in the future. Having this set-up you will also benefit in form of attracting the right partners, the right customers, the right work-force, the right investors, the right vendors – because everyone believes in the Brand. The value in a corporation and the quality competence than an organization can offer is key elements and are often overseen when branding is discussed. Most companies talk about how promotion can be increased, how to show products on an exhibition, how the brand name and logo should look, and how to get public recognition through certification and standards. Very few starts they’re branding exercise, with the fundamental issues like the overall business strategy, the leadership methodology, the business history & philosophy and the internal commitment from all the employees. In the global knowledge-base economy, issues like stability, lifestyle and credibility are new parameters - elements that are underestimated in the branding dialogue. When an employee is proud to work for a company, he performs better. You don’t go to work at Microsoft’s – you are a member of Microsoft’s Team. The demands to the modern company today is to make a clear, transparent and precise picture of the capacity the organization can provide, and make it accessible in a form where the customers, vendors, investors and the outside world can understand and easily find the company – on a level where business easily can be conducted. The employee’s commitment to the corporate strategy is therefore evident in this game – an era where globalization put heavy demands on the business’ performance.
Branding Exercise is also a Seminar In the Branding and Profiling Event, we look primarily into the customer’s expectations, your company image, sales and marketing, motivation and quality. It is a 2 days event and the program has been developed based on a number of relevant cases and Best Business Practice from the global market, combined with the background of branding and how it works in corporate Business life. This event can be used in a company’s incentive program to motivate and increase employees’ relations and to boost the strategic planning and operation in the enterprise. Furthermore the event is a step-stone to formulate an effective communication strategy and to secure that all aspects of branding is considered. The topics on the event are… Í The difference between product marketing and true branding Í The 4 concept of branding and insight into what works Í Understanding the human decisions patterns, mentalities and behaviour when dealing with solutions Í Expectations versus fulfilment and the impact on relationships Í How the value chain from development to final consumer can add to the branding experience Í The 5 stages in building customer relationships (image, marketing, sales, implementation, follow-up, enjoyment) Í Customer Relationship Management in practice Í Branding and imaging techniques Í How to implement an effective and valuable profile in the entire organization
Even you decide not to take a seminar there are in my view things you should do… Í Get the overall idea of the vision and perspectives of the company and select a lifestyle and philosophy that fits into this vision – this is the foundation, Í Involve the entire staff of the company in the branding process – they have to live the brand later, Í Start the process of re-thinking your company’s International Business Strategy (or initiate the process if you don’t have any Business Strategy), Í Secure at all steps in the process, that you discuss how that specific issue will de handled in the daily life, Í Select few strong products and/or few quality services that are tangible and can supplement each other – it is nearly impossible to brand a company without a product, Í Find good cases that illustrates the story you want to create – cases where companies successfully have proved that your products/services can create benefits and profitability – 86% of all end-users prefer to listen to happy customers, Í Evaluate which markets you want to penetrate and study what kind of mentality, business behaviour and conduct they have – your branding should be targeted, Í Define the quality level you want for your company, in everything from products over service to returns, advertisements and prices… Í Define an internal and external communication strategy Í Evaluate how you can use the brand inside the company to boost motivation and team spirit
And simultaneously there are things you should not do… Í Don’t start the discussion of branding if you are not prepared (missing business strategies, philosophies, back-up from employees, no products, are in severe trouble) Í Don’t let someone from outside be the driving force – use experts as moderators and for inspiration Í Don’t keep the discussion of branding a corporate secret – branding is for everyone and everyone can be inspired Í Don’t copy others concept of their unique branding idea’s Í Don’t relay on that someone else will do the branding for you
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I
believe that in enterprises all over the world, you will find unique qualities –
otherwise the company didn’t exist. And in most regions of the world you will
find special structures to support, develop, and maintain those qualities, and
every corporation has their own special story to tell – the main challenge is to
find the right message and communicate it - in the right shape - to the right
people - at the right time.
ITM