Branding isn't about celebrities and fancy offices. It is about knowing yourself and the skills you who possess as a company.
Only by systematically covering and understanding the company’s self-image and ambitions with the customers can one create a strong brand platform. And only by including employees in development, implementation and execution can the survival of the brand be secured.
When the brand is alive among the employees, the necessary background for customer increase is created and only then it makes sense to continue working with the segmentation, CEM, loyalty, product development, innovation and top- and bottom line!
A good brand platform:
Has a strategic match with vision, mission and values
Is credible is the market you operate in
Is relevant for customers and potential customers alike
Is differentiated compared to competitors
Is motivating for employees
A good brand platform is NOT a fancy commercial pay-off or creatively executed advertisement, but rather the constitution that regulates all activities; also communication.
Wilke Brand Position
Processen bag udvikling af et stærkt brand DNA består af tre grundelementer: Discover, Design og Deploy.
Sådan fungerer Brand Position modellen
The internal discover phase is about mapping the company’s values, skills, role and personality. It also includes external stakeholders and collaborators. The leadership is included specifically through individual sessions and dialog.
The external discover phase provides understanding for the market’s and the customers’ view of the company and shows the brand in a competitive context. Both qualitative and quantitative methods are used to ensure a common understanding and a robust description of the brand’s properties in the view of the market.
In the design phase your Brand Statement is developed, which is the synthesis of the insight that is acquired in the discover phase. The design phase is executed through workshops with the leadership and the functional managers, followed up by a creative process, where Wilke, in cooperation with a communication advisor and a scriptwriter, develop the Brand Statement with your leadership.
In the deploy phase the Brand Statement is uncoiled as the first step in the organization – i.e. that it is anchored among the employees on a department level, so that they take the brand platform to heart and understand what the return is, not only for the company, but also for themselves.
Hereafter the Brand Statement is uncoiled specifically in functions such as product development, customer service and communication through the phrasing of strategies for these areas which explicitly include the Brand Statement.
If you want further information about Wilke, our services or our competencies, please do not hesitate to contact us.