Internal Brand Strategy and Delivery

For a brand to be successful, the brand strategy needs to be the business strategy, not a separate initiative out of alignment with the business.

Creating a brand promise is only the first step in building your brand to drive your business. A brand promise tells customers what to expect AND informs employees what to do. Believe it or not, your brand promise needs greater explanation inside the company than it does outside the company to get people to buy it.

Companies with winning brands are those that have employees who know what they need to do to deliver value to customers. At Gagen MacDonald, we don’t develop brand promises – we promise to help companies deliver them. And that means helping you to focus behaviors and motivate people to deliver the expected “brand experience” consistently at every point of customer contact. We do this by engaging your people, using our experience and a selection of proprietary tools, including message maps, brand delivery modeling and brand/business strategy alignment.

Some people name this internal marketing or internal branding – we call it strategy execution. We know what success looks like…and we know the energy that motivates a company when its people get behind the brand and in front of the customer.