|Building a Corporate Reputation Based on a Vision Focused on Consumer Insight, and Its Consistent Implementation through the Brand and the Corporate Culture
When it came to implementation, the next steps were to define a brand personality and to develop the "look & feel", brand architecture, branch design and a brand engagement cascade. This process finally results in the creation of a long-term project devoted to creating and implementing a unique and consistent experience that should be received by all audiences in any touch point with the organisation.
The simultaneous management of three strategic assets: brand, corporate culture and corporate behaviour is an innovative idea, one which responds to the evolution of the concept of traditional brand management. The "Brand Experience" is a new paradigm in which the brand is an intangible generator of experiences.
The brand experience embraces the values that the brand is committed to delivering to its stakeholders. The expression of these brand values is carried out by the entire organisation, which "brings them to life" in every contact with stakeholders: shareholders, customers, employees and society at large.
The territorial concept and corporate behaviour based on these three strategic intangibles, which has laid the groundwork for the company to establish a unique corporate identity that is sustainable over time, difficult to imitate, and capable of generated wealth for all its stakeholders.
THE CREATION OF THE EXPERIENCE
The creation of the experience is the result of a complex process which consists of the development of a territory and a strategic vision that corresponds with the aspirations of top management, the organisation's history and its capabilities, as well as the brand, and stakeholder expectations.
In an effort to build this experience, a sort of "roadmap" for how to proceed... is demonstrated hereunder; The Brand Territory establishes the fundamental pillars for a brand, the building blocks of a strong foundation.
The Vision is an expression of the corporation's reason for being, its strengths and its aspirations as an organization. The Vision is like the genetic make-up of the brand which enables it to differentiate itself over time, a unique territory in the mind
and heart of the organisation (internal and external).
The brand territory is the point of intersection between the following three elements: "what the brand is" (its heritage and capabilities), "what the brand wants to be" (its principles and culture), and "what the brand should be" (the expectations of all its stakeholders).
The brand territory is based on three fundamental pillars: leadership, innovation, and people.
» Leadership refers to recognition more than sheer size; it is a type of leadership that serves others and a source of trust and confidence.
» Innovation implies the opening of our collective minds, it is based upon doing, thinking, making decisions, and making life easier for our clients. It represents a continual commitment to creating value-added ideas, which serve to improve all of our lives.
» People represent its most valuable asset. The corporation is committed to its professionals and to creating meaningful and lasting relationships with its clients, in a way that helps them achieve their goals and dreams.
Based on this territory, a "guiding light" emerges that would define the focus and the road ahead. The Vision constitutes