Those who know me have heard me preach the importance of engaging stakeholders in the brand building process. Next to having a clear mission and set of core values, providing opportunities for stakeholders to engage in building your brand is the most important aspect. Without a way for them to be a part of branding, there will be no brand.
Every organization relies on its internal and external constituents to champion the brand. Employees, customers and others who are given the chance to provide their opinions and recommendations for how best to build the brand, and how closely the brand is aligned with the mission and core values of the organization, determine the success of your brand building efforts.
This was never more evident than the past few days when I had the pleasure of facilitating stakeholder engagement sessions on the campus of Manhattan College as part of a national education branding initiative. Stakeholders like employees, students, alumni and others feel better about the process when their voice is heard and there are ways to be a part of the process.
How does your organization engage your stakeholders in the brand building process?
Rex Whisman
Brand Champions Blog
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