No, it’s not the holy grail, but sometimes businesses really struggle to achieve it. This is when everyone who is employed, interacts, engages or speaks about the firm, has the same thoughts, views and opinions about it – all working in harmony.
Sounds simple, but in reality, quite difficult to achieve. Good branding starts from the inside out, not the outside in, and needs very careful management and promotion within the four walls of your brand.
First you need to understand your current situation then evaluate – strengths, weaknesses, opportunities and threats (internal and external audit). Identify your brand touchpoints and explore your customer journey – what do they do and where do they see you? Then agree your vision, goals and values – how does your existing brand image & values match up to your long-term objectives? Consider your image, tone of voice and communications – then when the time is right – promote. Address all your brand touchpoint aspects (internal/external) and customer journey – image, attitude, behaviour, service, value. Ensuring consistency across all areas.