Communication Is a Branding Necessity

If there’s one truth behind a customer’s behavior, it’s that they prefer to buy from brands they like. Successful companies invest time and resources in improving the effectiveness of their brand, because it has a direct impact on their ability to build loyal customer bases.

How effective is your brand and how can you improve it? An effective brand review will assess how well a company is meeting its goals, both internally and externally. But, reviewing your brand is only half of the battle. After a brand review, your company needs to face the challenges of implementing changes based on the review. In this blog, we’ll discuss brand reviews and how companies can focus on communication and internal workflow to improve their brand.

Brand Review as a Process

A company’s brand is “alive” in the sense that it’s affected by internal and external factors. Although branding objectives are experienced by customers, effective branding starts from within the company. How your managers, employees, and staff interact with your brand plays a direct effect on its products and services. The most effective method of reviewing your internal branding is by interviewing your all levels of the company. Some questions to consider are:

  •         How would you describe our company’s mission?
  •         What are company threats?
  •         How is our company different from others?

When conducting the external brand review, questions are usually focused around how your brand is positioned and perceived by customers, stakeholders, suppliers, and promotional partners. Some questions to consider are:

  •         What is their perception of the company?
  •         For partners and suppliers—How would they describe the business relationship and type of work they do for company?
  •         What actions or messages that most accurately reflect the brand?

Putting Your Brand Review to Work

Your brand review should clearly indicate what direction your company needs to take. Companies often stumble because, although they have made created a smart strategy, they fail to implement changes. It is easy to overpromise on a new brand strategy without preparing employees and locations first. Underprepared employees may find it challenging to meet expected behaviors.

Colin Mitchell, Worldwide Head of Planning at Ogilvy & Mather, says, “At most companies… internal and external communications are often mismatched. This can be very confusing, and it threatens employees’ perceptions of the company’s integrity: They are told one thing by management but observe that a different message is being sent to the public.”1

The best branding objectives start as executive level strategies and work their way through the company and to the customer. To effectively implement strategies that meet branding objectives, everyone needs to be in the loop. This includes access to KPIs for better decisions in transition of the new branding objectives.

To strengthen branding efforts, companies can employ Store Relationship Management (SRM) platforms that make everyone aware of branding goals and performance. An SRM platform also helps everyone see the strategic playbook, so they deliver a unified brand to every single customer. To see how comprehensive metrics and a clear plan of action is communicated throughout the enterprise with SRM, download our white paper.


1. Colin M. “Selling the Brand Inside”. Harvard Business Review.

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