As technology continues to upend business models, market segments and competitive balance, one important element continues to evolve. That of the Corporate Brand.
The distinct value proposition and personality defining an organization providing direction and meaning as well as identity to its workforce, customers, and the marketplace in general. Over the last decade, the Corporate Brand has become more significant in the eyes of customer efficacy and employee equity as social/digital tools and channels provide a continuous stream of conversations. These discussions have raised the Corporate Brand to a new level of interest and prominence. As such, there is a new level of coherence for marketing and communications ensuring the organization is Relevant in today’s world.
To accomplish this, several questions , must be addressed:
- What is our narrative?
- How does it resonate with key stakeholders and influencers?
- Where should we adjust?
- How are we engaged with stakeholders?
- How does our content reach stakeholders?
- When we generate news does it tie to a larger story?
- Do our investments, revenue projections, product, valuation, leadership rhetoric reflect our brand?
- Do our employees believe in our vision and mission?
Making the Corporate brand vibrant. Today, a corporate brand must breakthrough and connect with employees, customers, partners, influencers, and the market that goes beyond stability and legitimacy. A key aspect is storytelling. Relating the corporate brand in terms of interest, meaning, aspiration, and themes attracts attention and humanizes the business.
Changing the communications and marketing approach. It is essential that how the company conveys itself must reflect the environment in which we now live. As such, it’s important to move away from the “tell” model and move to the “discover” approach. This puts the audience in control and the brand in listening mode. From a PESO standpoint, executing a holistic game plan regarding media and stakeholder outreach ensures all touch points are addressed.
It’s about an emotional connection. Social and digital can have a major impact on making an emotional connection. To maximize, corporate brands can develop each stakeholder community producing relevant content to motivate action.
Defining purpose at the corporate level. For corporate brands to establish and sustain relevance, major decisions must reflect how stakeholder’s are thinking regarding competitive context. This influences investments, policies, and governance aligning the business in a manner that is understood by stakeholders.
Rethinking value. What do people truly value about your organization? Product portfolio? Pricing? Service? Reliability? Innovation? Relevance continually pushes organizations to assess what’s important as a means to keep the business honest.
2019 will be the year of the Corporate Brand. It will also be the year of Relevance. It all comes down to behavior driven by analysis. Getting it right propels the company forward providing people with a reason to be part of something bigger than themselves.
When that happens everyone wins!
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