They dictate your market share, product viability and life span. They’re your stock price, media buzz and critical mass. They’re judge, jury, metric, evangelist or critic. Are you iconic or generic, relevant or unworthy? They make that call — and tweet and blog post. In a global, hyper-choice economy, they set the rules.
At Salt, we work with leaders to identify what makes their brand essential to people. Then we align those motivational drivers with a defined business strategy. When a brand is focused and engaged, the advantages multiply across every channel of communication. By bringing brand and digital together in one integrated experience, we’re able to tell more powerful and compelling stories. That’s how you reach people – and more importantly, how they reach you.
The Essential Checklist
Is there a clear, focused and endorsed strategy?
Is it strongly differentiated from competitors?
Is it relevant and engaging to customers?
Is it adept at delivering on concrete business objectives?
Is it dynamic enough to motivate people inside your company?