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Brand Consulting: Internal Brand Awareness
Did you know that Starbucks spends more $ on internal product training
than on marketing?
Your BRAND is the mental and emotional real
estate you hold in the minds and hearts of your customers! Research
suggest that those brands that engage people emotionally can command
prices as much as 20% to 200% higher than competitors’ and sell in far
higher volume. Every day, with each and every single point of customer
contact, your team has a chance to further cement your brand and its
relationships with your current fans and with potential new customers.
Your brand’s internal and external image cohesiveness is a direct
reflection of your ability to get your entire team to operate from the same
playbook. Shared passion, purpose, vision, and core values are the
imperatives and without them your business success and brand are left to
chance.
SOLUTION:
INTERNAL BRAND AWARENESS means we go within your
organization to facilitate individual and departmental interviews. We
determine whether or not your team is reading from the same page
of the playbook. And if not, why! Upon completion of this analysis, we
develop strategy and facilitate custom internal brand awareness training
sessions such as, THE POWER of BRANDING! to help each
department and team member fully grasp your firm’s passion, purpose,
vision, and core values. We then return after implementation to make
sure the new awareness has firmly taken root and measure its
effectiveness and your ROI.
RESULT:
A firm whose internal brand awareness and external
marketplace footprint are both easily and consistently recognized by
team members and customers!
PROCESS:
- Review firms mission statement, core values and founding
principles to fully determine the brand awareness expectations of
management.
- Conduct internal brand awareness interviews with senior
management, team members and vendors to gauge the current areas
and levels of internal brand incongruence and disparity.
- Deliver Internal Brand Analysis report findings for key management
personnel to review.
- Develop and facilitate internal brand awareness training sessions to
build understanding of the firm’s passion, purpose, vision, core
values, mission and marketplace niche.
CASE STUDY: INTEL
PROBLEM: Facing critical quality and performance shortfalls from its
contract service employees, Intel Global Services’ department
challenge became communicating its unique brand and rigorous
performance expectations to current and new contract employees
and vendors.
SOLUTION: Internal Brand Awareness provided key management
personnel with new performance metrics. These metrics were
communicated to its contract vendors and employees to align them
with the high internal customer quality levels Intel expects.
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