Additional situations that spark the need for brand genome work include a significant cultural change or when there is the sense the brand has dimmed, which can occur for a range of reasons.
The internal team
Precise identification and articulation of a brand’s genome is done with a cross-functional team, including stakeholders at different levels of the organization. The point person is the individual with day-to-day responsibility for brand strategy who has the support of outsider consultants experienced in this process.
Research
This is typically two-step: first, interviews with a selected group of internal stakeholders, and second, qualitative research with existing and potential external stakeholders. We’ve seen the pride and sense of purpose in the brand experienced among company employees, from the C-suite to sales to administrative staff, that results from brand genome work, which is often as valuable as business growth.
Timelines for ideation and planning
Whether it is to burnish the reputation of a leading biopharma’s R&D or growing a restaurant chain, it is best to start with three key elements in place: a target end date of the brand genome unlocking process, an articulation of what success looks like, and an ideation and planning kickoff phase across disciplines (i.e.: marketing, public relations, internal comms, sales) and platforms.
The courage to be bold
Unlocking a brand’s genome offers a competitive advantage. It yields fresh insights and a core component of the overall strategy. It delivers a depth of understanding that transcends cultural trends, channels and geographies.
The result is a roadmap leading to bold ideas and new possibilities. Brand leaders can experiment and take calculated risks in ways not previously available. When unlocked, the brand genome can be expressed with conviction and clarity that boosts confidence across an organization and empowers the extended team. For global brands, it enables local markets to interpret the brand expression without comprising authenticity.
Brand leaders who decode and bring to life their brand’s genome will dramatically shape much more than marketing and revenue. They’ll also guide the company’s potential to contribute to the world around us—what all ambitious brands and their shepherds aim to achieve.
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