Posted on June 09, 2007 by Ed Roach

If you’re going to go through the process of analyzing and strengthening your corporate brand, one thing you must discover is how on-brand your stake holders are.

Stake holders to be clear, are those individuals who have a stake in your company’s success. They may include you, management, employees, share holders, suppliers and customers. All of these people are touch points within the world of your corporate brand and they have an impact on its ability to make money.

Each has a unique relationship with your brand but at the same time must all share the same understanding of your brand positioning. If they are all on the same page or on-brand, then the stronger your brand becomes. Any negative (off-brand) impact on your brand also affects all of these stake holders.

In strengthening your brand, one key component of your process should include stake holder surveys. You want to make sure that these individuals have a good understanding of your corporate brand and what it means to them.

Many times, during this process we’ve seen some pretty interesting perspectives come to the surface concerning a person’s understanding of just what the company does. If in the process of surveying the stake holders you see differing opinions of the positioning of the company then you definitely have brand issues that are costing you money.

If the person in reception has a vague understanding of what the company does to make money they could be short-circuiting opportunities at the gate. They are innocent of any deliberate wrong doing, all the while putting forward an opinion that they no doubt formed themselves. The result is the delivery of off-brand communication. The great thing is that every kind of off-brand thinking is fixable and every stake holder wants to love you, so it is incumbent upon you to deliver to them a dynamic positioning strategy and on-brand communications that they can deliver.

Consider the fact that off-brand thinking among suppliers could negatively impact attracting great talent to your firm and impede growth. This can happen when a supplier that also services a competitor doesn’t understand your sales cycle and mistakes a slow period for a desperate situation. They will inevitably spread rumors giving your prospective recruits reason to question your viability. Something so simple as off-brand thinking from stake holders who are often taken for granted, can easily hurt you.

A simple rule of thumb is to not take any of your stake holders for granted. Make sure that every one of them is a passionate advocate.

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About Ed: For 25 years or so I have developed positioning strategies for small businesses that helps to differentiate them. I appreciate working with companies who see the value of going beyond mere slogans and have a desire to sell from compelling positions. Opportunities come to light in every discussion. I consult predominantly with small business and and implement the solutions developed. I've had the pleasure of being interviewed in all media regarding branding small business, most recently in "America's Best" magazine and the "Christian Radio & Music Industry" trade magazine. I am available for speaking engagements and I have authored "The Reluctant Salesperson", an Introvert's Guide to Selling. Contact me if you are looking for practical advice on bringing your corporate brand to the next level. I also have international speaking experience including a recent event in Prague, Czech Republic. I am currently working on a branding conference in Mumbai, India for next year. I can be contacted directly at: 519-324-9536 or ed@thebrandingexperts.ca Blog: TheBrandCorral.com Twitter: BrandCorral Facebook

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