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Marketing Tip of the day: Framework for Creating a Stronger Internal Business Brand
Step 1: DEFINE
Define what makes your organization unique, and what values you represent. Define the target audience for your products or services and gain an understanding of what this audience needs from your organization.
Step 2 : VALUE
Define the value you are delivering to your customers; what business problems do you hope to solve with your product or services? Identify any gaps between what is truly valuable to your customers and how you internally define your brand.
Step 3: TEST THE EXPERIENCE
Expand your focus group to include a range of customers, business partners and other important colleges. How does their experience with your company differ from your brand definition? Or is it consistent?
Step 4: STRATEGY
Most importantly identify gaps between how you define your brand and your business strategy. Is there a close alignment between what you believe your organizations represents and what will ultimately help achieve revenue. Check your quality. If you champion a particular element of your brand but don’t relay that consistently, then you would notice a gap between your brand and busin
Step 5: FRAMEWORK
Developing a simple brand framework will help you clearly articulate what your business strategy is striving to achieve. A creative team can work with the company employees to develop this framework and identify all the opportunities that your brand can be communicated through creative design and application.
Notes: Engaging the brand and relaying the experience: Do the employees relay the company brand to the customer through their actions, performance and daily connections?
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