Does your organization engage your stakeholders in the brand development process? If not, how does your organization expect your stakeholders can live your brand strategy? Simple answer, they can't. Only when your organization provides opportunities for your internal and external constituents to give a voice to the process will your stakeholders be able to live your brand.
In addition to giving your stakeholders a forum to share their opinions about your brand, you need to develop a communications plan so that stakeholders can go through the process of being aware of your brand building process, understand how it is relevant to them, ensure that they embrace the strategy and then live the brand. Without a system to do so, stakeholders will opt out or think that this is just another initiative that has little or no connection to them.
How do you engage your stakeholders in your organization's brand development process? Do you have champions for your brand?
Rex Whisman
Brand Champions Blog
Nailed it!
I think I might have to try this sunshine sauce myself. As I read it, it reminded me of a Bahamian cookbook I have. This sauce is very "islandy" in both it's content and name.
I might add just a hint of cumin to it, hopefully that won't muddle the color too much.
Great job.
Posted by: Coach Outlet Stores Online | January 07, 2011 at 12:21 AM
Elaine, thanks for sharing your experience on this important aspect of brand development!
Posted by: Rex Whisman | May 24, 2010 at 02:13 PM
Hi Rex, thanks for the post. Jones’ stakeholder model of brand equity is very similar to what you are highlighting. This is often overlooked with regards to branding, particularly in the recession. Richard Hayes recently did a podcast about branding in a recession and you may find this interesting.
Regards,
Elaine @ O2 ideas room
http://webkit.o2online.ie/ideasroom/?p=1625
Posted by: Elaine @ O2 ideas room | May 24, 2010 at 12:38 PM