Alignment
In order to achieve alignment and buy-in across all of the stakeholders of the brand, you must first focus on the core leadership and then move outward from there:
- Key leadership must all agree and be bought-in and ready to live it out.
- Then any and all management-level staff.
- Then the rest of the staff.
- Then any volunteer staff (if applicable).
If all of these are aligned, and in that correct order, you are primed to have your customers experience a clear and focused brand that they can easily share with the rest of the world.
graphic by our own Jason Orme
2 Comments
"I think the easiest way to get buy-in when brand building is by actually involving some of the major stakeholders in the development process. By having them contribute ideas, they will be more inclined to fully support the new brand."
- Steven Ritchie
"I fully agree with you, however I do think it is important to mention that the brand needs to be easily relateable to employees. Oftentimes companies try to undertake brand-building programs but make the brand language so esoteric and not applicable to employees' day-to-day lives that the whole initiative and therefore alignment falls flat."
- Kathryn