I. A Clear Vision
- Where do you want to be in five years?
- What is your corporate and social ambition?
- How do you want to be perceived and positioned?
- What should you stand for?
- What is going to drive your company?
A unified clear vision and a defined business strategy is the solid foundation for an effective branding and integrated communication program.
II. The Rule of 3 >Experience
Brand Uniqueness, Consistency and Exposure.All successful brands have a distinct and consistent brand experience across all the touch-points. Not only do they have the ability to reach customers through multiple channels, they go beyond the traditional and explore new effective ways of reaching and connecting with their customers.
Making an impact and creating engaging Experiences which enhance customer loyalty and drive brand value.
II. The Rule of 3 >Engagement
Brand Story. Inside-out approach.At the centre of all successful brands is a brand story. A living story that engages and connects with internal and external audiences. Stories may be based around innovation or aspiration, legacy or heritage or ideas far beyond. They ensure that their brand is fully integrated internally before they go externally. Employees are true brand ambassadors and they contribute to building and optimizing the brand image, experience and value.
Strong brands are strong because of the inside-out approach.
II. The Rule of 3 >Reputation
“It takes 20 years to build a reputation, and five minutes to ruin it.” – Warren Buffet.Accompanying successful brands is good reputation. They know its value and ensure to maintain it by delivering on their brand promise and unique consistent brand experiences.
Corporate brand reputation matters more than ever, effecting brand image, relationships and performance, which in turn impacts shareholder and stakeholder perceptions and business results and value.
III. Know and Measure
The best brands have a constant, thorough understanding and insight into their market and target audiences; their interests, attitudes, aspirations, hopes and dreams. They are masters of utilizing this data to build and optimize their brand image, experience and value.
This allows them to benchmark their start point, set targets, evaluate performance and constantly update and respond to changing market dynamics and customer demands.
The result is a brand equipped to lead, to be customer driven, to learn and change, to operate at the industry cutting edge.