The following is an excerpt from my new book, The Fruition Coalition Marketing Plan Workbook. ISBN 978-1-300-59132-1. $24.99.
On this page, we are going to explore and describe your organization’s brand. Your brand represents the intended and expected relationship between your organization and its multiple stakeholders. To describe your organization’s brand, discuss the following questions.
What does our organization have to offer to our stakeholders?
How does our organization fulfill the desires of multiple stakeholders?
What do our stakeholders believe about our organization?
What do our stakeholders expect from our organization?
How are these intentions and expectations communicated?
How are these intentions and expectations realized?
How does the language used by our organization express these agreements?
How do our interactions support or exemplify these agreements?
How does our organization’s design articulate these agreements?
What do people think and feel about our organization?
What do people remember about our organization?
How does our brand relate to our values and culture?
How does our brand relate to our core competencies?
How is our brand integrated into our programs and services?
How does our location add value to our brand?
How does our brand distinguish us from other organizations? What is our identity?