Hi justurs_6,
What is Brand Building?
A corporate brand is a powerful force. An ignored or badly managed brand is just as effective in influencing customer preference as a strategically focused, fully integrated corporate branding program.
Today, new products are emerging by the minute, introducing new technologies and new choices. At the same time, the Internet is diffusing and accelerating the flow of information. In this unpredictable business environment, today’s premium brand can be an anachronism tomorrow.
A brand is a relationship. It can come in many forms – the relationship of a client with your firm, the relationship of a client with a representative of your firm, the relationship of a vendor with your receptionist, the relationship of you employees with each other, etc.
It is a process to reinforce company values, and to gain credit for all the things the corporation does right. Think of Narayan Murthy..Infyosis comes in mind..such is the power..
Steps:-
Alignment among the key partners or senior managers on the vision and values of the firm. The brand strategy process is a very effective tool to strengthen the alignment among the leadership team.
The ability and track record of the leadership team to work together on firm-wide issues. This is very important for firms with de-centralized practice areas.
The ability of a few opinion leaders to make the brand come alive. The brand building power of any organization comes from a disproportionate number of key players. The firm’s ability to identify and mobilize these nodes of influence throughout the organization is a sizeable predictor of success in brand building.
Overall cultural strength and team building ability. The stronger the culture, the better prospects for brand building. In fact, the strength of the firm’s brand is directly tied to the strength of the culture. The brand on the outside is only as strong as the brand on the inside.
Synergy between the Advertisements in newspapers and the values & mission statements of your organization is essential.
SWOT analysis is essential & leverage on intrinsic & extrinsic strengths. One can cannot just cut & paste the way Murthy functions.
Find out how you can position yourself in the end-user's blackbox & leverage it as pull strategy to potential candidates.
Cheers,
Rajat Joshi