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Don’t Forget to Invest in Your Internal Brand

We know what you’re thinking: “Not another thing I need to invest in…”

And we get it. You’ve got to invest in infrastructure, talent, materials, tools, physical locations, marketing, and a hundred other things. The last thing you need is one more thing demanding your money.

But the truth is simple: Investing in your internal brand is one of the best ways to get the most bang for your buck. That investment in things like your internal process, training, and customer service programs can completely change your approach to your business, making each dollar you invest go farther and improving your returns.

So where do you start with your internal investment?

Develop a SWOT Analysis
No, this doesn’t mean a strategic analysis involving a SWAT team.

Body armor and assault rifles are probably not a good internal investment.

We’re talking about this:

SWOT stands for Strengths, Weaknesses, Opportunities, and Threats. SWOT analysis has been around since the 60s, but that doesn’t mean it’s outdated. People have been tweaking and improving the analysis process for decades, so it’s really much better to call it “time-tested.”

SWOT analysis breaks down into internal and external groups of plusses and minuses. When you’re looking at your internal factors, you’re going to be focusing on your strengths and weaknesses.

The analysis gives you a basic game plan: Refocus your investments to build on your strengths, and redistribute your investments to fix your weaknesses.

Defining Your Differentiators
A word like differentiator sounds complicated, and possibly mathematical, but don’t worry. There’s no algebra here.

So if you slept through math class, you’re in the clear.

This six-syllable mouthful can be boiled down to a simple idea:

What makes your company different? What are those special things that make you stand out in a crowded marketplace?

Externally, your marketing should focus on highlighting those unique factors about your business. Internally, your investments should build up these differentiators to help your company. The more you become a specialist, the more you become the go-to source in your industry.

Analyzing Your Competitors
No matter how awesome your business is, you can still learn from your competitors. After all, they’ve got their own differentiators that make them stand out from your company.

Go over their strengths and figure out if you can add them to your business. And no, we don’t mean that you steal their ideas. What we’re talking about is market analysis. See what they’re bringing to the table, and then invest in your business to create your own version.

So Then What?
Once your internal investment gets up to speed, the right external investment, such as marketing, can exponentially improve what you get out of it.

But that’s a subject for another blog post. Right now, focus on identifying and building up your internal strengths.

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Organic Social Media Management

Learn how to effectively use social media to build your brand and cultivate a loyal fan base.

This consultation includes the following components:

Interview: Element212 will review:

  • Your current social media platforms
  • Competitive analysis
  • Target market analysis

Recommendations:

  • Social media posting strategy
  • Content overview strategy
  • Strategy evaluation
  • Develop followers
  • Tools & Resource recommendations
  • Quarterly review
  • Consistent branding across social media platforms

Search Engine Optimization (SEO)

Learn how to optimize your website and improve your website’s ranking in search engines such as Google.

This consultation includes the following components:

Approach: Element212 will provide:

  • Keyword selection strategy
  • Step-by-step instructions to maximize on-site optimization for your content
  • Tips on where to place and link keywords on your website
  • 2 high-quality backlinks

Recommendations: You will receive:

  • An actionable strategy for improving on-site and off-site SEO
  • 3 & 6 month check in and recommendations

Full Brand Insights Research

Duration: 7-9 Weeks

We’ll take an in-depth look at your brand, communications & buyer’s journey to devise a comprehensive marketing strategy that works.

This consultation includes the following components:

Interview: One-on-one interviews with team members & customers or clients to uncover:

  • Company S.W.O.T.
  • Company Goals
  • Internal/external perspectives
  • Brand perception gaps
  • Customer persona
  • Differentiators
  • Internal & External expectations
  • Customer buyer’s journey
  • Perceived value and benefits
  • High value

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website
  • SEO
  • Content

Report & Recommendations: In-depth overview of your customer’s and team member’s brand perceptions along with a comprehensive marketing strategy and a Gantt timeline for the following:

  • Integrated marketing communications
  • Ongoing marketing messaging
  • Website audit
  • Brand positioning
  • Digital advertising

General Marketing Strategy

Duration: 14 days

Ready to step up your marketing? We’ll identify opportunities and develop a plan that capitalizes on those findings.

This consultation includes the following components:

Interview: Half-day team interview to uncover:

  • Company growth goals
  • Company S.W.O.T.
  • Brand expectations & voice
  • Company differentiators

Survey: Online customer & team surveys

Analysis: Current marketing audit

  • Marketing Collateral
  • Website audit
  • SEO audit
  • Content audit

Report & Recommendations: Data gathered to bridge the gap between customer & company perspectives with insights to shorten the sales cycle. This report includes marketing strategy recommendations and a Gantt timeline for the following: Website Social media Print marketing Digital advertising Public Relations

Agile Brand Insights Research

Duration: 5 days

We’ll take a look at your brand and identify opportunities for the advancement of your marketing efforts.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online customer & team surveys

Analysis: Current marketing strategy

Report & Recommendations:
High-level overview of your customers’ & team members’ brand perceptions along with marketing strategy recommendations and a Gantt timeline.

Buyer's Journey Research

Duration: 3 days

We’ll help identify your customers’ buyer’s journey and how you can influence their purchasing decisions.

This consultation includes the following components:

Interview: Up to 10 customer interviews

Survey: Online quantitative customer survey

Analysis: Secret Shopping (when applicable)

Report & Recommendations: Insights into the decision-making process your customers go through when researching, considering, and ultimately deciding where they make their purchase. This report also includes marketing recommendations along with a Gannt timeline.

Internal Team Communications

Duration: 7 days

Let’s take a look at your team’s internal and external communication processes and identify opportunities for improvement.

This consultation includes the following components:

Interview: Half-day team interview

Survey: Online anonymous team survey

Analysis: Secret shopping (when applicable)

Report & Recommendations: Insights report showing gaps and opportunities for internal communications & processes and marketing recommendations with a Gantt timeline.