Corporate branding is in a nutshell a “promise delivered”. You make a promise to customers and colleagues with everything you do and, to be successful, you must deliver on that promise every single time. Your brand is “only everything” within your company. As a result, it’s imperative to define what it stands for. You have to identify your target audience and what they want, say why you are better than your competitors and come up with a short statement that describes your brand’s purpose.
Some businesses know what they are from day one and as long as they stay small and keep the same employees, then they may not need to repeat this exercise. However, for most firms, things change – sales drop, people leave or a competitor threatens your patch. Then what do you do? If you define what your brand stands for then it becomes easier to make decisions – who you should hire, what products to sell, how your communications should sound and even what your office environment should look like.
The key to unlocking the power of your brand is involving your employees. Take them with you through this process and have a brand expert on hand to help guide you. This does not need to be costly or take up too much time. However, once this is done, it could set up a brand strategy for your business that lasts for years. Partner with Evolve in this endeavour and see how easy this could be.