Brand Management

Actions Always Speak Louder Than Words

If you've ever read something about an organization, such as "we have excellent customer service" but upon conducting business with them you come to find out their customer service is actually missing the mark, then you know how frustrating it can be when an organization doesn't make good on its brand promise.

At Barcelona Creative Group, part of our BrandIntelligence™ process is to ensure that clients know how to use the brand essence we create with them inside the organization, not just outside of it.

Employees Can Be A Brand's Biggest Advocate... or Worst Enemy

When we help businesses manage their social media efforts, we provide training for their employees. Often it's during this training when we learn just how uninformed employees can be on what the company's marketing efforts include. Either they are completely unaware or they hear bits and pieces, but aren't included in the big picture.

One key element of brand management is employer branding - or simply your company's efforts to communicate to existing and prospective staff members:

What makes the company a desirable place to work
Your corporate image as seen through the eyes of associates and customers
Your marketing efforts - both online and offline
How they are encourged to get involved

If you want your employees to be 'brand advocates' you need to help them understand the valuable role they play. Communicating your brand promise and the attitudes and behaviors expected in order to deliver that promise to customers must come from the top down. Even corporate executives need to live out the company's brand essence. The brand needs to be consistenly and continuously shaped and managed within the organization so that it is truly impactful in the outside world.