Branding, a process used by marketers, can also be used internally to build excitement for projects.
Branding. Usually only marketing teams think about brand building and how to create an atmosphere around a product or service.
But that’s shortsighted. The branding process is one that can also be used internally, to build excitement for projects among staff.
Most of us are familiar with how branding works in marketing — surveying the competition, identifying a distinguishing message, developing strategies to present the message. “Over time, as consumers come to associate a brand with a specific benefit, the brand acts like a stake in the ground, claiming ...