As the marketing director or person in charge of promoting your company, you are faced with the task of communicating to a wide range of people everyday. What you need to tell your loyal customers is very different than what you need to tell any new prospects. And how you talk to your investors is not the same as how you might talk to your employees. But you need to do all of this and stay in character, stay on brand.
So how does this work? Well it’s not so difficult as it might seem if you’ve laid the proper foundation and created strong brand guidelines in both your verbal and visual executions.
Strategic brand pyramid
VALENTI can aid with developing your brand platform – it’s a very disciplined way of thinking that is at times not as easy as it looks to build. It takes asking the right questions. As brand stewards, we have the discipline and strategic know how to uncover the right answers for the true meaning of your brand and key insights behind your brand story.
This seemingly simple tool is a strategic road map for your brand and a yardstick by which you can measure all of your communications against. By digging into and capturing the values, attributes and benefits of your company, the brand pyramid will help you define your core essence, your very reason for being.
As a measuring tool the brand pyramid helps drive the look and feel of your company. Your logo and identity, collateral, web, packaging and all the messages that reflect your brand.
Talk to your stakeholders
Chances are good that you already know most of what you need to know to complete your brand pyramid. But are you sure all of your stakeholders agree? Does the employee on the loading dock see your company in the same light as a shareholder on the other side of the country? Most likely, not.
By gathering and interviewing a range of stakeholders, all with a shared interest in helping you build a strong strategic platform, you will be able to give the messages, values and benefits the importance they deserve to help you differentiate yourself in the market.
Talking to valued stakeholders assures that what you’re saying about your company rings true in every ear.
Speak with one voice
This disciplined approach to creating a strategic platform, building a brand pyramid and interviewing stakeholders, is a standard practice with all of our clients. Once you have this tool as your guide you will feel more confident you are speaking with one voice to all of your targets, a key tenet in being heard in a loud and increasingly busy world.