You’re about to launch a new brand: new corporate identity,new marketing campaign and collateral; and a big employee brand kickoff party
(since they’re the brand ambassadors). All systems go.
However,
your customers see the same old thing – business as usual. How can that be?
Most marketers concentrate on the outer facing brand elements we just described
and overlook many of the inner facing components: form letters, notices,
alerts. Things that might not have been touched in years, and many of which
read no better than a ransom note. When your customers get the same nasty
communication on bright new stationery, what’s changed in their minds?
A comprehensive brand audit solves the problem and looks at every component of
your brand. Read about it in detail in the January issue of the American
Banker’s Association Bank Marketing magazine.