Business Openers is a company that supports organizations in developing unique brand positions to achieve sustainable success. They help capture market opportunities and drive business growth through brand positioning, innovation, strategy and activation. Their internal branding approach uses the brand as a compass to provide strategic direction and ensure the brand is incorporated across all business disciplines like finance, HR, sales and marketing. Their goal is for clients' brands to have strong, relevant, distinctive and authentic positioning that is consistently lived throughout the organization.

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