Emanuels blog

Brand Management

As stated earlier, it is of growing importance that companies have integrated strategies to transport their messages to their customers. Not only do they need to state strong values, visions and missions, but these also need to be communicated on all levels of the organization. As we know, most customers do not believe in marketing messages anymore, they rather trust their networks and own experiences. Therefore it is of highest importance for companies to align every level of the company with the strategic value goals of the company. In his book “Achieve Brand Integrity”, Gregg Lederman shows how this goal can be reached in a company. He states that “90 percent of the time, individuals will judge your company by the experience they or someone they know has with your brand and only 10 percent or less by the marketing messages they´ve heard”. (Lederman, p 21) This shows how important it is to not only “say” the strategy, but also “do” it. The goal is that employees, customers, partners, and the market understand, believe, and experience that the company is who it says it is.

The path of achieving brand integrity includes:

·         Who: The desired brand image and work culture leaders and employees want their company to be known for

·         What: The desired business results leaders and employees want to achieve

·         How: The behaviors and experiences leaders and employees should do

As already stated earlier, customers don’t want sameness, so a company shouldn’t give it to them. Powerful differentiation is essential to being noticed, associated with something important, and remembered. The first step to understanding a company’s point of difference is to look at the work culture and the way employees deliver the brand to customers and colleagues. There are three types of branding required to achieve integrity (and differentiation): Communications, Experience, and Culture. Below are some examples of each:

·         Communications: Advertising, coupons and special promotions, Web site, direct mail, public relations, event sponsorships

·         Experience: Engaging advertising, interactive Web site, pre-defined customer service guidelines, trade show events, collection and use of customer satisfaction feedback, consistent process for thanking customers

·         Culture: Integrating branded employee experiences with job descriptions, recruitment practices, hiring, on-boarding, training, and performance assessments and reviews.