![]() ![]() 25Įmployers can share insights with employees about their company’s value proposition and competitive advantages, but more importantly, make sure they understand why those are relevant to the customers. SEE ALSO: Brand Governance - Branding Roundtable No. They must get it, feel it, believe it, and live it. Your employees are your brand ambassadors on the front lines with your customers, so they must clearly understand who you are, why you matter, and how you’re unique. And, when building a brand, actions speak louder than words. ![]() HM: Your brand is not just delivered through your product or service but through your employees and their behaviors. Why is it important for brands to understand their value proposition? What are some of the steps they can take to ensure their employees have clarity? With that lens, we’re able to make sure we’re delivering their brand visually, experientially, and with a consistent message across all touchpoints.īm: In a study by Gallup, only 41 percent of employees surveyed said that they knew what their companies stood for and what made their brand different from the rest. What we learn helps us build a tactical path to get our clients to where they want to go in a way that will resonate with their target audience and be effective. It helps us to better understand how our client’s brand is perceived internally and, more importantly, externally. Our firm typically starts an engagement with a proprietary brand assessment. “At every touchpoint, a brand has an opportunity to either advance or deteriorate the impression you have of it. When things look or feel ‘off’ or when your brand is not delivered consistently, consumers don’t trust it and think they can’t rely on it to deliver on your promise, which eventually causes the company’s reputation and business to suffer - if not fail. It’s how your employees dress, your attitude towards your customers, and the little details in-between. It can be as simple as the impression someone has of your company from the way your business card looks and feels, to the impression they have of you when they go check out your website or social feed, to when they walk in the doors of your office or retail space. When we’re helping advise a company on their branding, it’s important to look at each touchpoint throughout the sales cycle and beyond to help control the way consumers perceive our clients’ brands. At every touchpoint, a brand has an opportunity to either advance or deteriorate the impression you have of it. Holly Mason: Your brand is the sum of all the experiences someone has with your company. Please give 2 practical examples of how your firm has helped a brand do so? In a previous article, we spoke about the importance of aligning across all touchpoints. She is a sought-after thought leader who worked with Fortune 500 leaders in about every industry.īrandingmag: Sixty percent of millennials in one survey said they expected the same experience across all customer touchpoints when dealing with a company, whether they are in-store or online. Holly Mason is the President and Executive Creative Director of MasonBaronet, a brand development and advertising firm in the US. ![]()
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