Business Openers Positioning & Internal Branding

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  • 1. www.businessopeners.nl All rights reserved
  • 2. About Business Openers: Business Openers supports organisations to capture a unique and authentic position in the marketplace, to achieve sustainable success. We strive to create market opportunities and realise business growth….. USING THE BRAND AS A COMPASS www.businessopeners.nl All rights reserved
  • 3. What we do: © Brand BrandHouse Positioning Brand Internal Innovation Branding Strategy & Activation www.businessopeners.nl All rights reserved
  • 4. ‘Het Beste boek van 2008’ Tijdschrift voor Marketing www.businessopeners.nl All rights reserved
  • 5. Brands that we work for: www.businessopeners.nl All rights reserved
  • 6. About brand positioning: Strong brands: 1. Have a strong positioning Relevant Distinctive Authentic 2. Live the brand consistently www.businessopeners.nl All rights reserved
  • 7. Internal Branding? Internal Branding is using the brand as an instrument to provide direction to the internal organisation to fulfil the promise to the customers. Internal Branding provides marketers with the chance to deliver a compass for the strategic direction of the organisation. www.businessopeners.nl All rights reserved
  • 8. Brand values define the way ‘how’ Values provide direction to the activation of the brand www.businessopeners.nl All rights reserved
  • 9. Define the brand clearly using the Brand House© Core Dream value Aspiration Aspiration value value Promise Anchor Anchor value value www.businessopeners.nl All rights reserved
  • 10. Activate the brand with Internal Branding BRAND AS A COMPASS 1. EXPLAIN THE BRAND BRAND IS KNOWN 2. SIGNIFY THE BRAND BRAND HAS A MEANING 3. EXPERIENCE THE BRAND LIVING THE BRAND 4. ANCHOR THE BRAND BRAND IS PART OF THE SYSTEM www.businessopeners.nl All rights reserved
  • 11. Result: The brand is incorporated in every discipline of the business Finance HR Finance HR Sales Sales B R B Marketing A R Business Marketing Business NA D N D Communication Communication Distribution Distribution R&D R&D www.businessopeners.nl All rights reserved
  • 12. www.businessopeners.nl All rights reserved
  • 13. Business Openers Business Openers Marc van Eck Dorpsstraat 31 1399 GT Muiderberg marc.vaneck@businessopeners.nl www.businessopeners.nl All rights reserved