business openers positioning & internal branding

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www.businessopeners.nl All rights reserved

About Business Openers:

Business Openers supports organisations to capture a unique and authentic position in the marketplace, to achieve sustainable success.

We strive to create market opportunities

and realise business growth…..

USING THE BRAND AS A COMPASS

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©

BrandHouseBrandPositioning

BrandInnovation

Strategy&

Action

InternalBranding

What we do:

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‘Het Beste boek van 2008’ Tijdschrift voor Marketing

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Brands that we work for:

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About brand positioning:

Strong brands:

1. Have a strong positioning

Relevant

Distinctive

Authentic

2. Live the brand consistently

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Internal Branding?

Internal Branding is using the brand as an instrument to provide direction to the internal organisation to fulfil the promise to the customers.

Internal Branding provides marketers with the chance to deliver a compass for the strategic direction of the organisation.

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Brand values define the way ‘how’

Values provide direction to the activation of the brand

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Define the brand clearly using the Brand House©

Aspirationvalue

Aspirationvalue

Anchorvalue

Corevalue

Anchorvalue

Promise

Dream

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BRAND HAS A MEANING

LIVING THE BRAND

1. EXPLAIN THE BRAND

2. SIGNIFY THE BRAND

3. EXPERIENCE THE BRAND

4. ANCHOR THE BRAND

BRAND IS KNOWN

BRAND AS A COMPASS

BRAND IS PART OF THE SYSTEM

Activate the brand with Internal Branding

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BRAN

Finance HR

Sales

Communication

Business

Distribution R&D

Marketing

D

Finance HR

Sales

Communication

Business

Distribution R&D

Marketing

B RA

ND

Result: The brand is incorporated in every discipline of the business

www.businessopeners.nl All rights reserved

www.businessopeners.nl All rights reserved

Business Openers

Business OpenersGideon SchipaanboordDorpsstraat 311399 GT  Muiderberg gideon.schipaanboord@businessopeners.nl