How well do your people know your brand?

April 10, 2018 8:39 pm

A few years ago, I had a very interesting encounter with a CEO of a construction company. He sat me down in a conference room with a large white board at the far end. “Do you know why you’re here?” he asked. He then pointed to the whiteboard behind him, and answered his own question: “That’s why.” Upon closer inspection, written on the board was a list of 24 different phrases. The CEO explained, “I asked my team to explain what we do as a company in one sentence; they came up with 24 different responses. Bottom line: we don’t know how to uniformly explain our value. That’s why you’re here.”

Your personnel are your brand ambassadors. They are the ones interfacing on the front lines with clients, communities, suppliers, and partners. Are they consistently communicating your brand’s value proposition? Do they know what it is? If you asked them to say it in a sentence, how might they respond? We address this very issue during Internal Discovery, the first phase of our Brand Leadership Solution®. Internal Discovery involves an exploration of ideal relationships, competition, brand difference, and brand personality. Through this process, we help establish a collective understanding of how to articulate simply and clearly, who you are as a distinctive brand.