Brand strategy is more effective when understood and acted upon internally. Frankly, it’s the best way to get brand value disseminated externally. But most companies don’t really work this way. Ninety percent of brand word is external. Typically delivered through advertising, PR and promotion.
Educating every employee in brand strategy, i.e., “claim and proof planks,” is the best and fastest way to have an impact. It multiplies the power of branding exponentially.
The claim for a healthier-for-you cookie company was “Craft cookies au naturel.” The planks were “naturally moist,” “healthier properties” and “complex flavors.” By understanding these simple values, every employee at every stage of development, manufacturing, delivery and marketing, can make easier decisions. There are no forks in the road. No room for interpretation. The talking points are set. These aren’t just words on a box but strategic selling points that add value and deflect competition.
Get the strategy right, get your internal house in order, then broadcast the brand value. Don’t ever forget the employees.