WHAT’S IN A BRAND STRATEGY

FCM conducts brand awareness surveys across the country for workforce organizations. These surveys are an important first step in understanding various target audience perceptions about the workforce organization, in order to make a shift in those perceptions if necessary.

On average an aided brand awareness question (in which the respondent is given the name of the organization) yields about a six (6) percent affirmative response in that the survey participant has heard of the organization. Why is it that 94 percent of businesses and job seekers on average are unaware of the workforce organizations within their communities? It points to the need for a comprehensive brand strategy.

Workforce organizations spend substantial energy on developing strategic plans that detail how their work within the community will be accomplished. Often FCM will note that within these strategic plans there is generally a goal to “raise awareness” about the organization. However, what follows this awareness goal is generally a list of marketing and communications tactics (e.g. social media, newsletters, etc).

Identifying tactics before the development of a brand strategy is premature. A brand strategy describes why the organization does the work that is detailed within the strategic plan.  Your workforce brand is more than a mission statement or programmatic details; it’s what differentiates your organization from others in the community and the promises that you want to uphold. 

So what should be included in a brand strategy?

1. Quantitative Data – determine a baseline of awareness, understanding and value of your organization through random objective brand surveys administered to target audiences.
2. Qualitative Data – interview key stakeholders and current customers to identify what they think your organization does best in the community.
3. Positioning Statement – develop a brand story that describes what key issues your organization solves and your unique differentiator from other organizations in bringing your services to the community.
4. Tagline – create a tagline that is no more than seven words that summarizes your positioning statement.
5. Logo – design a unique mark accompanied by the tagline that denotes the brand name.
6. Brand Architecture – develop a document on how various logos (e.g. partners, contractors) should be displayed visually.
7. Target Audience Messages – tailor messages for each target audience that describes the key issue that you are solving; the solution you provide; and the value proposition (benefits) for engaging with the organization in a specific call to action.

If your organization needs a brand strategy, contact us. We’ve helped organizations all across the nation to substantially move the needle on brand awareness through a comprehensive brand strategy.