Kelsey articles related to Brand Development.



The 3 A’s of Brand-Driven Employees

Brant Kelsey / May 23, 2018

From the moment a new employee starts their job, they begin on a journey. The ultimate destination for every employee is that they become a brand-driven employee. During the process, there are three A’s to remember.
 
Aware
First an employee must be immersed in the positive practices and processes that make your company what it is. If your brand has problems at the employee level, this is where you need to snuff it out. Hopefully your company has a good reputation as a great place to work. Otherwise, your hiring process, orientation, and first couple of weeks on the job are the first intimate encounters they have with your company.
 
What they hear during this time is paramount. As CEO, YOU are the number one brand champion. As you’ve heard, it starts at the top. Talking about the brand everyday with new and seasoned employees makes them aware of just how important a strong brand is.
 
Absorb
If well-coached, an employee will transition from an employee who is just aware of the brand’s promise to one that begins to absorb what’s really going on around them. They begin to understand the business objectives. They start to “walk the walk” and “talk the talk”. If your business is practicing good processes, your employees will absorb them. If your processes are bad, they absorb those too.
 
Ambassador
A brand ambassador is one that has heard the brand (aware), one that has seen and understands the brand (absorb), and has finally started to live the brand (ambassador).
 
This is the point when an employee falls in love with the company. They begin to tell everyone they meet about it. They try to get their friends and family to work there. They brag about the great fun they have, how successful the business is, and they try to promote the business “as the only possible choice.” Just like in love, they become passionate about doing a great job for the business, the customers and their co-workers.
 
Begin to think about how you foster and shape your staff at each phase, and you’ll develop an army of brand-driven employees resulting in a thriving business!

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Why is Your Brand Positioning Important?

Brant Kelsey / May 22, 2018

Brand positioning, in its purest form, is about making the right marketing decisions at the right time. But how do you decide which brand positioning decisions are the right ones? And how do you make those right decisions consistently?

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Why Your Brand Needs Glue

Brant Kelsey / August 3, 2016

Brand strength relies on cohesion, or maintaining a positive image that “sticks” with customers. To strengthen your brand, you must remain consistent.

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5 Questions to Ask Before You Spend a Dime on Brand Development

Brant Kelsey / June 25, 2016

Conditions must be right, not perfect, in order for your brand development venture to be successful. Before you begin, you need to get real and ask yourself these five important questions.

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Improve Your Customer Experience like Amazon; Minus the Drones.

Brant Kelsey / December 2, 2015

Amazon has tipped their hand, but don’t run out and buy drones. Instead, concentrate on improving your website’s customer experience in 4 critical areas.

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Don’t Ignore Internal Branding. Your Employees Are Your Customer’s Experience.

Brant Kelsey / November 18, 2015

Aside from advertising, employees are the first contact customers have with your brand. Making sure employees deliver a consistent brand experience goes beyond well-documented processes and checklists.

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Why a Franchise Brand Might Crash and Burn

Brant Kelsey / March 18, 2015

They wanted to be cool. They wanted to be relevant. They wanted to be up-to-date and different. They wanted to be J.C. Penney, sure, but with their 2010 annual sales falling, they wanted to remake their 110-year-old brand into a department store fit for the 21st century. So they hired CEO and former Apple retailer, […]

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Every Brand Needs a Story

kelseyads / March 4, 2015

Everyone has a story to tell – even your business. And it’s that story that makes people feel something about your company. It’s that story that makes your customers and prospects want to engage with your company and even promote it to others. A good story can compel people to change, drive them to action, […]

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THINCing about the Life of a Brand

Andy Fritchley / February 25, 2015

What started out as a vision for Troup County students, is now a reality. Our client, THINC College & Career Academy recently broke ground on their new facility at West Georgia Technical College. Although it seems like just a beginning, so much work has already gone into the creation of a college and career academy […]

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Rebranding the Washington Redskins

kelseyads / September 29, 2014

Or should I write, Red*****? In June, the United States Patent and Trademark office declared the eighty year-old football nickname “disparaging” to Native Americans, as they immediately stripped the franchise of its trademark registration.

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