Reprinted from TrustedPeer
Meet the Expert
Founder, Principal Consultant, BrandWorks, LLC
- 23 years experience working and consulting in brand positioning, communication, identity, growth and development.
- Clients have included Johnsonville Sausage, The Hershey Company, Tully's Coffee, The Outdoor Channel, Living.com, Deutsche Post DHL, Corporation Service Company (CSC), Pepsi Foods International, Cadbury Schweppes, Beatrice Foods, Proctor and Gamble, PepsiCo, Nabisco, Miller Brewing Company.
- Strategic focus group moderator and qualitative researcher conducting seminars and workshops in branding, concept development, positioning, and messaging and communication strategy development.
- National marketing director for the Häagen-Dazs Company and senior product manager for Frito-Lay, Inc.
Session Packages from $400
Your Expert Package Includes:
- All 7 Best Practices
- Pre-Call Discovery Process
- One-on-One Call with Expert
- Session Summary Report
- Post-Session Engagement
Developing and Selling Your Brand Internally
Founder, Principal Consultant, BrandWorks, LLC
- Brand brief
- Typically considered to be the "blueprint" for the brand, the brand brief is derived from the brand platform to describe the brand in a tighter, more pithy and specific presentation. The brief identifies and fleshes out the brand's personality, includes images to reflect its effect, and language to express particular stance and tone for the development of brand messaging, communication and advertising. Typically developed by the advertising agency for creative development and upper management, oftentimes the brief is not "real" enough to use with different company employee groups. However, a brief that is deployable across the company can be hugely effective in selling the brand internally
- Brand equity
- Brands posses an esoteric emotionally-based element that ties uniquely to target consumer core personal life values. They communicate something to consumers that is positive or maybe aspirational, and having certain brands in their home quietly serves to elevate the user's self-esteem.
Brands are also worth money. They enable a company to command price premiums upwards of 60 percent of their stock market value and a higher purchase price versus the competition. Beyond the promise of high quality, brands represent something to consumers that they are consistently willing to pay money for, even when those consumers are perfectly aware that brand X (private label) is manufactured by the same company as their preferred brand.
- Brand identity
- Brand identity includes the components of a brand that distinguish it from the competition. For example, the brand's name, typeface, what it looks like, its logo, colors, shape, service mark, tag line and any highly associated advertising jingles that are one and the same with the brand. For example, "ring around the collar" (Whisk laundry detergent), and "I'm a pepper, you're a pepper..." (Dr. Pepper soft drink).
- Brand internalization
- Internalization is defined as the absorption of information to create knowledge that changes attitudes and behaviors. In the case of brand internalization, successful companies develop methodologies to ensure that all employees have integrated the brand well enough into their consciousness that they understand, can explain, and actually see ideas, concepts, practices and programs through what could be called a brand lens. In doing so, employees' integrated knowledge informs their function, job and performance, as it also strengthens the brand and ensures company activities reinforce the brand's value.
- Brand platform
- The brand platform is a means for detailing and expressing everything about a brand. It includes the brand's history and evolution, its current look, logo, packaging and ideal "presentation" in the marketplace, as well as how target consumers perceive the brand.
The brand platform serves as a reference to fully understand the brand's identity, its core customer, target consumer, objectives and growth strategies. It also details the brand's attributes, functional and emotional benefits, brand language in terms of stance, tone and select words, and it includes the brand's point of difference versus the key competition.
The brand platform defines the brand in all of its manifestations and provides a reference point for management to ensure that projects, programs, new products, acquisitions and strategies are aligned with the brand itself.
- Brand value
- Brands are icons of our society reflecting personal preferences, lifestyles and values. A brand is more than a label, logo or advertising jingle. It is created in the hearts and minds of the consumer and represents an emotional connection far beyond rational decision making, product superiority and product characteristics. A brand's promise communicates its value, separates it from key competition and offers consumers assurance and ease in their purchase decision-making process.
- Employer branding
- Not about the company's brand(s), employer branding concerns the company itself. It entails the company's efforts to "brand" the company name: recruiting new talent, influencing employee retention and satisfaction, reducing employee turnover and better scoring on employee satisfaction surveys, as well as rankings about the top companies for whom people would like to work. Employer branding is not the same as developing and selling a company's brand internally.
Developing and Selling Your Brand Internally: Defined Terms