9 Steps to Great Corporate BrandingIntellectual Property of GROUP MAD. All rights reserved.

1. Identify and GroomAn Internal Changemaker.The corporate branding exercise should be led by the CEO or second in command who has single-minded focus and intention to turn the vision into living reality. The branding exercise will only be successful if the person leading it is passionate about making a difference and delights in solving problems.

2. Pursue the Coherence between the Organisation’s Vision, Culture & Image. Adopt and adapt a branding model that matches your needs after identifying the gaps between the strategic vision, employee culture and also external stakeholder expectations and perception. Remember, there is no plug and play branding approach; the exercise needs to be tailor made to suit your specific needs. Empower all internal stakeholders to be involved and seek their commitment to help close the gaps.

3. Understand the Market and Watch Out for Competitors... a Little.Whilst we focus on solving market pain points and winning by not competing, it is good to keep a watch on the competition as a challenge to improve our own strategy and create greater value. In this fast changing world, we need to keep an open mind and be open to new innovations and opportunities.

4. Align Corporate Branding with Product Branding.Carry out market research to identify a unique space (Positioning) for the organisation and what it has to offer whilst keeping true to what the company wishes to be known and remembered for, consistently.

5. Connect and Move Emotionally.Develop a Brand Story. Find ways to connect with all stakeholders on a deeper level. Apart from innovative ways to stay connected with customers before and after a sale; it is equally important to inspire internal stakeholders to break the “What’s in for me?” mentality and work together towards something bigger than themselves. A compelling purpose unites people, creates a sense of belonging, pride and motivation.

6. Identify Your Core, Your Brand Essence.What do you stand for and what is important to you? This part of the work or what we call soul searching will help determine what you want to be known for and which area(s) you should continue to focus on to improve and fortify the organisation with. Define and sharpen your unique identity.

7. Deliver on Your Promise, Consistently and Continuously.

Amplify your Core by building on your strengths and develop systems and championship teams so that you can deliver the same expected / desired brand experiences to your customers over and over again. Build a culture based on Integrity and your organisation’s Code of Honour.

8. Communicate, Measure and Pivot. Learn how to project yourself consistently in all aspects of communication, in your key messages, tone and manner and your own unique visual identity. You won’t get it perfect the first time but if you don’t get started and improve along the away, you will never be able to taste the sweet (and sustainable) success of a great brand.

9. Adjust Relentlessly and Have Fun!We just had to repeat ourselves on the importance of improving relentlessly. Branding is an on-going process. Leverage on the latest technology, engage performance coaches, have an on-going programme to build the capacity of your people continuously. After all, what’s driving your brand is the people behind them. Whether you think it’s cliché or not, sustainability is the magic word. We hope you enjoy the process!

Crystal KohO F MEW

: 03-5631 4879: 03-5631 9504: 012-630 9681: crystalkoh@groupmad.asia: www.groupmad.asia

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Group MAD is a group of consultancies that build Great Brands and Inspiring Leaders. Our Iconic Tagline, ALWAYS MORE encapsulates what we stand for and is the guiding principle for everything we do. *Photo credits to GROUP MAD CEO, Patrick Wee who travels the world in search of inspiration.