It's astonishing that the majority of businesses, both large and small, have little, or no, consensus within their organisation as to whom they are and what they stand for. However, to know oneself is to uncover the keys of branding success and competitive differentiation!
Most authors on the subject would call it 'not understanding the essence of the brand' - and they would be right.
So, how do the wheels of commerce turn so briskly if most companies cannot even communicate the very nature of their existence? The answer, is that it is not a business life or death proposition. However it is a tremendous advantage for companies that make the investment in THEMSELVES.
But wait, you say, we have a mission statement - is that not who we are? Well, no.
Most mission statements share two commonalities. First - they all sound the same. Second - they all say what an organisation hopes to accomplish and nothing about who you, the shining star in your category, really are.
Who are you and what do you stand for?
Now, there is often a question with regard to what "positioning" is. Positioning is the answer to the fundamental question: "What do we stand for?" If you cannot articulate that, your competition will answer the question for you.
So, does one need to call in Socrates, Freud, or the FBI to learn who they are and what they stand for? No, but it would be helpful for you and your management team to ask yourselves the following questions:
- Who is your target market?
- What is your specific category?
- What is your "statement of need" fulfillment (key benefit)?
Then, write one paragraph of relevant support for the answers to those statements. Be specific!
In too many companies, most of the people have different ideas of whom the organisation is, which specific need they best fulfill, and the support statements by which they should all live.
How could a team of people work together all this time without consensus answers to these, the most fundamental of questions? The answer usually is: no one ever asked! Rare is an organisation that sits down and asks, "OK, just who do we think we are?", and an even more important question, "Will our customers care?".
Why is it important to know who you are?
Here are some of the advantages you can expect to gain, by conducting an internal brand audit and executing some consensus building exercises:
- Attain a better understanding of the branding process and how it will develop more business for your organisation.
- Define your target audience.
- Complete an exercise that defines 'key words' for your organisation.
- Develop a positioning statement.
- Build consensus among senior management about strategic marketing objectives.
- Build a unique culture from the inside out, one where employees feel empowered.
- Begin to define the essence of your brand.
- Determine what business you are really in.
- Elevate your strategic brand identity throughout the organisation.
- Learn the importance of promise-centered communications.
- Understand the importance of your target audience's priorities and their relationship to your brand promises.
Internal branding
It is critical for organisations to deliver on their brand promises in order to achieve any lasting success. A promise kept, builds long-term customer relationships and loyalty, while a broken promise becomes a barrier to ongoing relations - or worse, a deal breaker.
Internal branding is not a one-time event. It is an ongoing process that ensures that customers will trust an organisation to consistently deliver the brand experiences it promises - which customers expect and deserve.
Internal branding exercises should involve not only the senior management team but also employee/stakeholder groups from every level and department of the organisation. The more that employees are involved in helping to define the essence of what a company stands for, the more ownership each employee will take in their job. They will have more of a stake in the company's ultimate success.