Category Archives: Branding Strategies

Profiling customers and prospects for the brand platform

In describing stakeholders for your brand platform, prospects and customers are usually considered the most important groups.

For products, this is a fairly easy task (unless you’re launching a new technology with lots of potential applications) because products are usually developed with a customer profile in mind. There’ll be research performed as to the number, the demographics and the psychographics. Continue reading Profiling customers and prospects for the brand platform

Incorporating stakeholders into your brand platform

Identify the many stakeholder groups that affect your company and its corporate brandA major aspect of a brand platform, the document that will guide the brand-building process, pays identifies those to be influenced by the brand.

So, you should enumerate and define the various stakeholders who are important to the success of the brand. Continue reading Incorporating stakeholders into your brand platform

Establish a branding organization with a manifesto.

There’s one more aspect of the corporate brand platform having to do with the company’s interior.

Another plank in the brandplatform - organizational commitmentI’ve covered the three statements – mission, vision and value, then discussed core values, corporate culture and corporate drivers in previous blogs.

The last corporate-derived element is a description of the branding organization. Continue reading Establish a branding organization with a manifesto.

What drives your business and your brand?

Who “wins” within your organization?That’s another one of those internal questions you company needs to get clarity about because it’s another plank in the brand platform.

I’ve blogged before about the brand platform. You can click on “Brand Platform” in the Categories section to the right to see this discussion grow throughout 2008.  Every company needs a brand platform before beginning the creation of a brand and the branding elements like names, logos and taglines.

So, what drives the business? This question can be considered as part of defining the corporate culture, but it is important enough to be explored separately. Continue reading What drives your business and your brand?

Employment branding: the HR department’s perspective on branding?

Include HR in brand-building processI wrote about employment branding last week.

I’ve since read a bit more about it and its goals. Employment branding is a product of HR professionals to a great extent, but the concept of branding to influence stakeholders (Employees are stakeholders, too.) is certainly valid.

But I still don’t see the need for a separate branding effort just for employees.

I do see the need to include HR people and the corporation’s employee retention and motivation goals in the building of the corporate brand. Also, to factor in the brand’s influence on recruiting can be significant. Continue reading Employment branding: the HR department’s perspective on branding?