Table of Contents
Building Blocks Definition
Building blocks in today’s globalized, digitally-driven world, the need for corporate branding to be consistent and powerful is more important than ever.
Brand positioning is 64% of consumers saying they trust a brand more if they share values. So it’s vital that the brand position, deals, and mission are exact and communicated coherently.
Consistency is consistent brand implementation across all channels increases revenue by 23%, meaning that every single communication channel matters.
Visual identity, a defining color, increases brand recognition by up to 80%, and while visual identity includes more than just a color, this statistic shows the potential of its power.
What are the Keys to Building Blocks?
- These winning elements base on narrow down to just three fundamental building blocks – people, processes, and technology.
1. The Role of People in Strong Brands
- Companies must commit to building strong brand stories from the inside-out – employee buy-in to a company brand is crucial.
- The research found 92% of consumers are more likely to trust brand information. If it comes to employees or peers, rather it endorsements or company adverts.
- The world’s most recognizable brands know that building strong brands starts internally. It takes e-retail giant Zappos and its infamous hiring policy. The HR process is a mix of interview and cultural fit screening.
- It measures candidates against a ten-point brand manifesto to determine if they would also be a strong brand ambassador.
- No matter which position they apply for, successful interviewees then progress to a month-long customer service training program.
- The program exposes them to the brand’s ‘delivering outstanding customer service’ brand value. As a result, Zappos is 100% sure they have a team dedicated to growing their brand as they are.
- Writing employees into your brand story is another effective way of cultivating a sense of brand loyalty and providing a vital brand cornerstone.
- In general, electric (GE) did precisely this with its brand ambassador program – after realizing negative brand perceptions were affecting talent of recruitment tracking
2. Strong Brands are all about Processes
- It organizing processes that support and facilitate brand growth makes it easier to build a brand that connects with a target audience. – particularly in global and multinational brands.
- Slightly than the head office serving as a top-down transmitter of company branding, providing one direction to local divisions and utilizing network models.
- It gives organizations the critical framework they need to reflect the brand identity and vision while accommodating local cultures, languages, and preferences. When it comes to strong brand examples, Mc donald’s frequents reference.
- But the fast-food franchise serves up the perfect analogy for the network process. it glows golden arches that are instantly recognizable around the world.
3. Supporting Strong Brands with Technology
- A strong brand is more than a logo. It’s entirely up of hundreds of interlinked elements – from the images on billboards to the font used in email sign-offs.
- Different software and systems need to support brand assets’ access, monitoring, and consistency across all company channels for any company, particularly individuals operating on a global or enterprise level.
- Technology such as brand asset (BAM) tools gives employees a solid starting point for producing on-brand content. They allow all employees to access brand elements, ensuring brand compliance and consistency across all channels.