It's simple, a recent study found that stocks of "brand leaders"\u2014companies with high brand awareness and a very high percentage of employees aligned with the brand promise\u2014outperformed the S&P 500 by 300% and nearly doubled those of companies with high brand awareness alone.
The following process has been proven effective for many different brands and organizations:
Step 1: Brand Content Focused Workshops<\/strong><\/p>\n\n\n\n
![\"\"\/](\"https:\/\/vanphongao.vn\/images\/stories\/camnang\/241008branding2.jpg\")
<\/figure><\/div>\n\n\n\nThe business needs to focus on the top 3 or 4 attributes that your brand represents in the marketplace, and the company leaders should always keep a close eye on this. Workshops are designed to build understanding around perceptions of differentiation, beliefs and other values about the brand. Certainly brands should do this, but in some cases this step can be skipped. According to Nhut Linh \u2013 Lantabrand<\/strong> <\/p>","protected":false},"excerpt":{"rendered":" H\u1ea7u h\u1ebft m\u1ecdi ng\u01b0\u1eddi \u0111\u1ec1u ngh\u0129 th\u01b0\u01a1ng hi\u1ec7u \u0111\u01b0\u1ee3c t\u1ea1o ra th\u00f4ng qua marketing, qu\u1ea3ng c\u00e1o v\u1edbi nh\u1eefng m\u1ea9u qu\u1ea3ng c\u00e1o th\u00fa v\u1ecb, nh\u1eefng th\u00f4ng \u0111i\u1ec7p \u0111\u1ee7 s\u1ee9c \u1ea3nh h\u01b0\u1edfng. Nh\u01b0ng \u0111\u1ec3 x\u00e2y d\u1ef1ng th\u01b0\u01a1ng hi\u1ec7u th\u00e0nh c\u00f4ng ph\u1ea3i \u0111i s\u00e2u h\u01a1n nhi\u1ec1u so v\u1edbi vi\u1ec7c t\u1ea1o ra nh\u1eefng g\u00ec kh\u00e1ch h\u00e0ng th\u1ea5y v\u00e0 nghe […]<\/p>\n","protected":false},"author":3,"featured_media":1068,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[12],"tags":[68],"class_list":["post-253","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-chien-luoc-kinh-doanh","tag-thuong-hieu"],"yoast_head":"\n
Step 2: Increase planning meetings<\/strong>
With the characteristics identified and agreed upon above. The next step is to conduct meetings to plan for the brand. You must realize that each brand is different, depending on the customer, market, organizational structure, culture, etc. You need to clearly identify the main goals of the brand, from there build the structure of the plans, schedule the workshops, who will participate and the measurement standards specific to the brand.
Step 3: Enhance the workshops<\/strong>
Depending on the size of the organization, brands must control the content of all workshops, or train someone to do it for them. These include the fundamentals of branding, the nature of the brand promise, the elements the brand is trying to establish, and the benefits of motivating employees to live the brand. This also involves building a brand mindset for employees, helping them become aware of the methods, processes, and behaviors within their area of responsibility. This will help the business communicate the brand promise and brand-related content.
Step 4: Implementation<\/strong>
Following the scope of work, the business needs to review the ideas, action plans that have been developed, and changes that have been identified in the scope of work. Next, the decisions that have been made regarding the organization of implementation and the goals that have been determined for each plan. The ideas and changes that have been identified need to be reviewed to see which ones have the greatest impact on costs.
Step 5: Evaluation<\/strong>
The question is what needs to be measured. Work with the appropriate members of your branding team. Brands need to be clear about: How best to measure the impact of changes and how to find the reasons for the success of these ideas and changes.
The best way to change people\u2019s actions is to involve them. Let them live the brand promise and brand perceptions. Every employee must understand how it affects the success of the brand and themselves, and why. Let them come up with creative ideas, test them, and take actions that support the brand\u2019s growth. The result of all this activity will be an army of brand promise evangelists, an army that is much larger and more effective than marketing and advertising.<\/p>\n\n\n\n