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Building Brand Identity February - 2012

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Who Are We?

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Defining Our Brand Means Defining Ourselves

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1. We use one-size fits all theories2. We use the same approach – focus group,

research groups, surveys3. We don’t evangelize our largest support

group – our employees and often ignore their voices so our external voice is splintered.

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How can we create intangible benefits for our brand(s)?

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• Empower employees. Leverage our internal resources as experts and let outside experts gather the herd/results.

• What can they do for us? • Let firms compete for our business before we sign with them.

Provide the “Impressions of AT&T Report” and ask how they would solve our specific identity crisis. What exercises would they use? How do we create our brand promise?

Employees are a brand’s most powerful ambassadors – it is their passion and inspiration that becomes embedded in whatever product or service they pass on to consumers. 

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Fun for Everyone

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Employees who actively “live the brand” create benefits for the customer and the company. Inspire them to participate.

Ideas:

•Play collaborative games – solicit feedback through interaction

• http://innovationgames.com/product-box/

•Card sorting – have employees write adjectives on post-its and create our strongest attributes

•Pinterest/vision board – use magazines from different subjects and cut out images and phrases that describe our brand. Paste them all to one common board. Share our thoughts with the group about how each image relates to the brand. Or have everyone create an online Pinterest board.