Question
Topic: Branding
Need Advice On How To Brand From The Inside Out.
I just accepted a job 3 weeks ago with a start up high tech consulting firm. And one of the first things I noticed is that everyone is doing their own thing. I see the need to "brand" from the inside out. So, I started by creating a mission statement and core values. However, it is proving difficult to get everyone on the same page. Though what the company is doing is clearly not communicating well or executing any cohesive sales or marketing programs, they do not think anything is wrong because the company is successful in spite of it's internal dysfunction. The company is successful because it is getting what I call, "referral" business from its network. However, the CEO wants to create NEW business by going outside its network. I believe that by getting everyone on the same page, with a strong brand and messaging is the way to get this new business. My question is: does any one have any advice on how to PROVE that a clear and cohesive brand messaging WILL have a positive impact on generating new business?
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