In a competitive marketplace, where others may compete on price or have a much larger marketing budget, a strategic brand proposition will make all the difference. In today’s world more than ever before, people buy from brands they trust and admire. And that means your brand has to be ethical and authentic.
We will create a meaningful vision for your business that conveys the passion and purpose of your organisation to ensure that your inherent ‘reason for being’ is clearly understood by both customers and staff – done properly, the message should be highly aspirational
We will determine the virtues of your organisation, highlighting the skills, qualities and abilities of your people, the unique features and benefits of your products and services, and the systems and processes you have in place, as well as any intellectual property and commercial knowhow contained within the organisation as a whole
We will establish and describe the most important values which your organisation wants its internal stakeholders to abide by; values that are admirable, inspirational and credible – so that they are authentically conveyed by everyone who represents your business when communicating with all stakeholders, both internal and external
We will identify the core views you have as an organisation that define how customers and staff should be treated, as well as any wider beliefs about how your marketplace should operate to deliver the best outcomes for its customers, so there is complete clarity about the corporate principles which guide your business decisions
We will agree on the vows you wish to make to both customers and staff, so that you can create powerful service charters for use externally and internally in order to set the standards by which you wish your people to be measured by
We will create a brand pyramid that combines all of these factors into one easily understandable visual schematic, so that every member of staff is able to comprehend the essence of your brand – it’s a really helpful approach when it comes to recruiting the right type of staff for your organisation too.
We all know that any company is only as good as the people who work for it, so this will give you a massive head start when it comes to attracting best-in-class employees. The workforce of today demands more than just a salary.
Apart from all the normal benefits you might expect, many of them also want to work for an organisation that offers a greater sense of purpose to their working life, and an implicit belief that they are working for the greater good of society, even if it is in some small but important way.
A brand needs to exemplify the mindset and attitude of your organisation in an implicit rather than an explicit way if it is to be perceived by all parties to be a meaningful proposition, and that is why it is such a crucial part of the marketing mix.
Get it right, and we’ll build you a bold and bulletproof vision statement to share with the world. Very few organisations understand the strategic side of corporate branding, which means you’ll have a huge competitive advantage if we create one for you.
The strategic brand proposition provides the bedrock for every campaign, communication and touchpoint with all your key stakeholders – customers, prospects, management and staff – and it will, over time, become firmly embedded within company life as a cultural roadmap for your organisation to follow. It will create a consistent framework that managers, customers and staff can rely upon. To do it right is not a one-off fix, however. To change the mindset and attitude of any business requires an ongoing commitment to ensure that your vision becomes a reality.
Looking for London corporate branding agencies? Please get in touch if you would like to find out more about who we are and how we can help. We offer a two-hour marketing consultation without cost or obligation at a venue of your choice to discuss any marketing challenges you are facing.