By M. Isi Eromosele
Corporate branding can be a strong instrument for re-aligning corporate strategy, resulting in the company being able to leverage unused internal and external resources.
A well designed and properly implemented corporate branding strategy plan can be a powerful component for attaining future growth within a company.
There are crucial steps in cresting and implementing a successful corporate branding strategy.
The corporate brand strategy program has to be led by the Chief Executive Officer
The starting point for corporate branding has to be with top management. The personal involvement of the CEO is essential to the success of brand strategy work, which he or she must show passion for.
The Chief Executive Officer must be supported by a strong brand management team of senior and mid-level managers, who will facilitate continuous development and integration of the new strategy.
The model for the corporate branding has to be customized to fit the company’s culture
Every company has its own unique culture and business processes and values. As such the brand model for your company needs to be tailored to the company’s distinct needs and requirements.
Important adjustments will be required to adjust your current model to fit into the new strategy that will be implemented. Branding is the face of your business strategy so the old and new has to meld perfectly.
The involvement of stakeholders, including your customers is very important
Your stakeholders, including your employees and customers can provide invaluable information to you about your company that would help formulate your branding strategy.
It is advisable to use at least 10 percent of your marketing budget on research to obtain a good knowledge of the current business landscape within the company, including the current brand image, brand positioning as well as other critical areas that may need reevaluation.
The company’s corporate vision must be advanced
The corporate branding strategy is an excellent channel for advancing the corporate vision throughout the company. It is an opportunity to involve management and staff in an exercise that would educate and align all stakeholders around the company’s objectives, values and future plans.
Internal efforts make up about 60 percent of what makes a corporate branding strategy implementation successful.
Use technology as a strong underpinning
State of the art technologies and new media should play a key role in the success of a corporate branding strategy. The proper use of technology will help the company to gain effectiveness and enhance its competitive edge.
A well designed and fully implemented social media strategy is a must in today’s market environment, which has become increasingly web based.
Communicate and Communicate
The new corporate brand should be well publicized through a range of well planned, well executed marketing activities that will be implemented with multi-channel outlets. The overall messages must be consistent, clear and relevant to target audiences. These messages have to be concise and precise without being difficult to understand.
A selective approach will have more impact than trying to communicate every aspect of the strategy.
Perform Brand Performance Measurement
A measurement framework has to be set up to measure how much value the new strategy is bringing to the company and how instrumental the new branding is in helping your company maintain its competitive advantage in its market. This is integral to the success of the strategy.
Your brand equity will be measured through customized key performance indicators that would need to be tracked on a consistent basis. The results will facilitate how much the company’s brand equity has grown after the strategy is implemented.
A corporate brand should stay relevant, differentiated and consistent all the time. The key parts of the corporate branding strategy such as vision, identity, personality and values are not to be changed often as they are the fundamental components of your corporate branding.
M. Isi Eromosele is the President | Chief Executive Officer | Executive Creative Director of Oseme Group - Oseme Creative | Oseme Consulting | Oseme Finance
Copyright Control © 2011 Oseme Group
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