Business Openers Positioning & Internal Branding

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Business Openers Positioning & Internal Branding

  1. 2. About Business Openers: <ul><li>Business Openers supports organisations to capture a unique and authentic position in the marketplace, to achieve sustainable success. </li></ul><ul><li>We strive to create market opportunities </li></ul><ul><li>and realise business growth….. </li></ul><ul><li>USING THE BRAND AS A COMPASS </li></ul>
  2. 3. What we do: © BrandHouse Brand Positioning Strategy & Action Brand Innovation Internal Branding
  3. 4. ‘Het Beste boek van 2008’ Tijdschrift voor Marketing
  4. 5. Brands that we work for:
  5. 6. About brand positioning: <ul><li>Strong brands: </li></ul><ul><li>Have a strong positioning </li></ul><ul><ul><li>Relevant </li></ul></ul><ul><ul><li>Distinctive </li></ul></ul><ul><ul><li>Authentic </li></ul></ul><ul><li>Live the brand consistently </li></ul>
  6. 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.
  7. 8. Brand values define the way ‘how’ Values provide direction to the activation of the brand
  8. 9. Define the brand clearly using the Brand House © Aspiration value Aspiration value Anchor value Core value Anchor value Promise Dream
  9. 10. BRAND HAS A MEANING LIVING THE BRAND <ul><li>EXPLAIN THE BRAND </li></ul><ul><li>SIGNIFY THE BRAND </li></ul><ul><li>EXPERIENCE THE BRAND </li></ul><ul><li>ANCHOR THE BRAND </li></ul>BRAND IS KNOWN BRAND AS A COMPASS BRAND IS PART OF THE SYSTEM Activate the brand with Internal Branding
  10. 11. B R A N Communication Business Distribution Marketing D Communication Business Distribution B R A N D Result: The brand is incorporated in every discipline of the business Finance HR Sales R&D Finance HR Sales R&D Marketing
  11. 13. Business Openers Business Openers Gideon Schipaanboord Dorpsstraat 31 1399 GT  Muiderberg [email_address]

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