Alina Wheeler

Authenticity

alina wheeler — Fri, 16 Nov 2007 16:25:16 +0000

Encourage companies to begin the branding process from a position of strength and clarity. In psychology, authenticity refers to self-knowledge and making the right decisions for the right reasons. In branding, companies who know they are, what they stand for, and how they are different, have a competitive advantage. Developing the right key messages or designing a smart brand identity system is only possible when a company is clear about their brand essence.

Critical Success Factors

alina wheeler — Thu, 15 Nov 2007 16:24:30 +0000

Frequently, a CEO or a marketing director will ask you, “What will ensure the success of this engagement?” Regardless of the size of the branding engagement or the industry sector, these four factors are critical. A mandate from the top means that the CEO supports and believes in the initiative. Readiness means that the company is ready to invest time, resources and brainpower. Clear goals means that there is an endpoint that the whole branding team understands. Measurable results means that the company values the outcome, and everyone agrees on how success will be measured.

Stakeholder Audit

alina wheeler — Sat, 10 Nov 2007 12:23:23 +0000

Involve the whole branding team in identifying the key constituencies that affect your organization’s future. This important exercise is a first step in gaining insight into your stakeholder’s characteristics, behavior, needs and perception. Prioritize your stakeholders and illuminate the gap between the present and future strategies. As the branding process proceeds, understanding these audiences will inform a broad range of solutions, from the tilt of a brand message to the launch strategy and plan.