http://www.augmentmarketinggroup.com/templates/news_link/images/red_question.png We have said it a million times before – to build a strong brand, you have to build it from the inside out. It’s critical that you have internal buy-in when trying to build or position a brand…Are you creating an environment for positive change or are you hindering it? According to Liz Conlin, author of A Cautionary Tale of Rebranding Gone Astray (http://www.brandchannel.com/papers_review.asp?sp_id=1412) , “a brand is an expression of your company’s image and beliefs. For it to be successful, you need to believe in your brand promise, support it internally, and to your customers. You need to look at it deeply, closely, and critically to find its best expression.” She states, it takes teamwork, perseverance, honesty, and leadership or else a brand may never reach its true potential.

Conlin’s approach is bar none.  Augment also focuses heavily on a systematic approach to building brand share. Let's take a closer look at our approach:

1. Assesses core values and vision from the executive leaders in the organization.
2. Researches trends, competitors, and the environment
3. Develops a plan that includes bringing in key personnel and stakeholders to create synergy within the group
4. Creates a unified plan that integrates strategic marketing, creative, and advertising tactics
5. Sets realistic goals with time lines, targets, and benchmarks
6. Uses a phase approach so that implementation is manageable
7. Assigns achievable measurement strategies and compares quarterly rather than yearly
8. Audits current and historical data to create a stronger path to continuous improvement at all times

The big challenge, as so eloquently stated by Conlin, is having key decision makers a part of the team early on. Developing an inspiring environment can be challenging; however, the lessons we’ve learned demonstrates that when the boss says “We are looking to take a new road, we want to achieve greatness, and we need your support”…. Chances are that your staff will come on board. 

Do not make the mistake of making a decision (if you are the owner or top manager) and not following through with direct involvement – the mission could fail. Show others you believe in this change and that you expect their participation.

The key to remember here is communicating the organizations long-term vision effectively. If you cannot do that, you will not succeed in building or repositioning a brand.