3. By everyone I mean, your sales people, your supervisor, the business unit manager, the marketing manager, the sales manager, the finance manager, the legal & tax manager, the medical manager, the PR manager, the compliance manager, … your general manager … together with … your admin people …
4. But … it’s only upper management that will approve my brand plan and the ones that will implement the brand programs … are my sales reps … they’ll make my business … so why should I bother other people?? If only they know the brand objectives, I’m OK! No? And hey, you’ve talked about ‘understood’!!!
5. Yes, I did! 1 st , … are you sure … of all internal collaborators … only your sales reps stand for your brand? 2 nd , … are you sure your sales reps understand your savvy marketing talk?
6. You mean that I should address towards every member of the brand team, right? But why should I?
7. Well, you’ve worked hard to accomplish a solid brand plan … brand planning time is THE apotheosis for every brand manager … would you not want to share your work, your mission, with as much people from your team as possible??
9. ‘ A chain is only as strong as its weakest link’, so make every member of your brand team part of your brand plan communication! Engaging every product team member with your brand makes alignment of your team truly possible! They all work for that common goal, right?
10. Mmmh, yes they do! But what about your other remark? What exactly do you mean by … ‘understood’ my savvy marketing talk’?
11. I don’t doubt your expertise nor your skills but … how on earth are you going to shape your … 60 pages brand plan into a message that everyone will … understand?
12. Ho! … wait a minute, not so fast, why should I communicate my brand plan in the first place ? I communicate the brand objectives … isn’t that enough already?
13. Do you think so? Isn’t it fair to say that your people would like to know more about the way how to achieve these brand objectives since they are connected with your brand, from far or near …
14. I never saw it like that … ! Normally, I show the brand objectives on slide and the next thing I do is … discussing the implementation of the brand programs …
15. What if every brand member would receive a brief overview from your brand milestones for the upcoming business year … a one page document that holds the story of your brand plan, that one could use as a team compass?
22. You know your brand inside and out, … if anyone should write a story about your brand … that would be you! So take a pen and paper and start writing down …
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27. This is the X-ray of your brand plan communication! --- Want to go all the way and write your brand plan story yourself with the help of a success recipe? Take a visit at The Story House’s blog: http://social.eyeforpharma.com/blogs/kristiaan-van-woensel/align-your-brand-team-write-and-tell-your-brand-story
