Your corporate brand could be the best in the world - great visuals, clever tag line and lots of built-in brand values and prinicples, but it will be wasted if you don't promote it properly. Communicating your brand to employees, customers, shareholders and industry bodies should be a key part of your implementation plan, and the way you promote you brand needs to be under constant review to ensure you are getting maximum value for your activities.
Promoting to the workforce
This is your first key market. If your employees don't understand or buy into the brand, you will find it very difficult to sell it elsewhere. Your management team should be involved in the brand creation from the start, and so they should also be committed to communicating the brand to your staff. Use all internal communication vehicles available to promote the brand, so that staff are continually aware of both the visual and verbal parts of the brand. Arrange brand training days so that staff are fully aware of what the brand means to the company and to them individually; if the brand creates extra business, it can have a direct impact on their wage packet and bonus scheme. Use any or all of the following if you have them:
- Recruitment adverts
- Staff meetings
- Internal emails
- Training seminars
- Corporate newsletters
- Corporate intranet
- Product groups
- Noticeboards
Create a brand guideline and corporate identity manual which can be downloaded by any staff member. Reward creative brand promotion and encourage staff to promote the brand in everything they do. Create a culture of pride in the company, which is defined by the brand.
Promoting to the market
This is a whole article in itself, but promoting the corporate brand using all the traditional marketing methods can be augmented by ensuring that the brand is represented on all your corporate literature, from business cards to marketing material. This not only ensures that your message is consistent, but it reinforces your brand on every communication you have with your existing and potential customers. Using advertising, direct mail, website design and trade shows (both online exhibitions and live events), you can ensure that your message is reaching your target audience with every activity you carry out.
Promoting to the Shareholders
If your company is listed on a stock exchange, you will be obliged to report to your shareholders on a 6-monthly or quarterly basis. This is your opportunity to communicate to the people who have invested in your company. In addition to the financial information, emphasise the elements of your business that are reflected in your brand; if your brand values include your investment in your workforce, then show your shareholders how your staff have developed over the period - awards won, improvements made - to reinforce that aspect of your brand. Belief in your brand values and core competencies will keep investors in your stock even when times are rough.
Promoting your corporate brand strategy is a long-term project, and you should plan to promote your brand in the way that works best for your company. The most important thing to remember is this: Sell your brand internally before you sell it outside your business. Without internal support, your brand will expire in the boardroom.
If you are looking to promote your brand online or are in need of any further Internet marketing advice then simply pick up the phone and talk to the Web Marketing Group.
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