Ok, I’ve created my brand identity, now what?
This is a question that I am frequently confronted with by people who have documented their brand. They understand the importance of becoming clear on ‘who’ their company is, but they don’t know what to do with it when they are done.Read more
Before I specialized in internal branding and strategy, I worked as Assistant Controller. One of the most important things I did in that role was to dissect the mission statement. The organization that I worked for provided services to developmentally disabled adults and children in foster care. Working in the accounting department, my staff and I rarely came into contact with either group.Read more
Does your company have a mission? Do you know what your business does? And can you state it concisely?Read more
The internal brand identifies what is important to an organization and why it exists. At RedKnight we talk about the internal brand as being made up of the vision, mission, values and company belief systems.
The external brand ultimately is how your customer perceives your company. It is influenced heavily by the company’s marketing message and the avenues it uses to spread the message. However, because experience impacts our perceptions more strongly and memorably than just words, the customer experience has an even stronger influence on the external brand.Read more
One of my favorite things to do when I go into the city is to visit Di Bruno Bros. I can’t count the number of times that I walked past their door without going in. Something would draw me to their door, I would peek through the window and I would see what I thought was a tiny center city Philadelphia grocery store. And then I would keep walking. After all, I took the train in and didn’t have a cooler. How was I going to take fresh foods home with me?Read more
Do you also like to listen to business information? Karen Jett, RedKnight’s Internal Brand Specialist, was interviewed by Kirsten Balzer-Miniscalco of Rubin, Glickman, Steinberg & Gifford on the Legally Speaking show.
During the radio show, Kirsten and Karen chat about the importance of a company developing and using a brand definition. The brand is made up of 4 elements: the vision, mission, values, and company belief systems (referred to as operating guidelines during the interview).Read more
According to Edgar H. Schein in his book Humble Inquiry culture has two levels: espoused values and tacit assumptions. Before we talk about them, let’s define what he means. The espoused values are the values that we list in our corporate values. These are things like trust and team building.
Tacit assumptions, however, are deeper; so deep, in fact, that we rarely talk about them or even think about them. At one time, tacit assumptions may have been values. Then, over time, they became so taken for granted, that we stopped talking about them. This doesn’t mean that they went away, merely that they became semi-invisible. By this I mean that we live by them and believe in them at a deep level. However, we are not consciously aware that we are doing so.
Unfortunately, because they are at an unconscious level, our tacit assumptions frequently cause problems for us. These issues frequently manifest as difficulties following our espoused core values.Read more