The 3 defenders of your brand are:-
Do you have them and how do you get them?
Branding is a term that is often used but what does it mean?
Most people think that branding about Marketing, well it is, but it is actually broader than that.
Branding touches every part of the business, from the way you sell and the experience that your prospects have in becoming customers. To the employee experience, from hiring to becoming alumni. From the experience in Finance, becoming a supplier, the experience you have in being paid or the experience your company provides when people do work for you.
While Branding often is seen as the website, brochures, your business has been “externalised” whether we like it or not. Let’s take social media, once this was about posting photos of cats and taking photos of your lunch. We believe at DLA Ignite that social media has changed the world, it’s changed society and it’s changed the way we do business.
Look at the way that sites like glass door.com have revolutionised the recruitment process. My partners 24 year old is currently looking for a new role and he treats glassdoor.com reviews like Amazon. While the 5 star reviews are interesting, he is keen to read the 1 and 2 star reviews, he then makes an informed choice. Does he want to work for the company? He also uses these reviews to support his questions at the interviews.
Social media has changed the world, we now can look at each and everybody’s LinkedIn profile and gain an understanding what your business is like. By looking at your social profiles, both active and passive we can jump to a conclusion about what it’s like to work at your company. Humans after all are very good at taking a small piece of information and extrapolating it out.
Putting it another way, we have compete transparency to the companies business values, culture and a view into the employee experience (EX). How do we do that? We look at your company on social.
Back to our 3 defenders of your brand are:-
You need all of these types of people activated and empowered across your business.
- Advocates – Defend your brand
- Ambassadors – Represent your brand
- Activists – Promote your brand
These people do not need to sit in Marketing or in Sales in fact “everybody is in branding” today. Your culture, your beliefs and you brand are for everybody to see on social media. We live in a truly transparent world. It’s time for you to grasp this issue and set your 3 defenders of the brand free.
Branding is for the many, not the few!
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