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Brand Scorecards an integral part of Internal Branding

Companies work on several techniques to keep their brand alive in both the consumers as well as in the employee’s mind. Company business and branding goals/objectives are generally the driving factors for branding activities conducted by the brand managers. A brand manager and others designated under him are responsible for keeping-in-check and reporting the brands performance to the board or management. Goals sometimes are extra-ordinarily difficult and long term to achieve and thus (in such cases) it is important to maintain a highly motivated and creative staff who are willing to go beyond obligatory barriers to achieve their individual tasks.

Hats off, to the companies which achieve such a task only by providing employee benefits and perks. But let’s get real here. As a law of nature, we measure every task with a measurement or at least an observation of the requirement. We only drink enough water to satisfy our thirst. While driving we only use a limited part of the road and follow the road signs to reach a new destination. Similarly, we’ve got to give our employees an eyesight of the brand more frequently (possibly all the time). Imagine the emotional and professional de-synchronization, in your mind when you are given a task with an objective but are not provided access to the progress of the task. Basically, I argue that it is important to keep your employee updated with specific short-term organisation goals and performance (assuming that they are already aware of the long-term objectives).

One obvious question that may have stricken you by now is what measures may make sense and what wouldn’t. Financial measures are probably impractical to be updated mainly because the statements are updated yearly (not daily). Also, Brand Protection measures cannot be updated daily. Therefore, measures like sales effectiveness, effective consumer reaches (country-wise), consumer reactions and satisfaction levels, brand’s awareness and an overall brand score will make sense to every organization.

Performance Indicators like those of Webalue.com can help the people responsible for managing the ‘brand’, know exactly where the brand stands and how it has been faring on specific levels on the Internet. Such indicators could possibly be displayed anywhere from Desktop start-up screens or screensavers, to server enabled projection TVs (or for that matter manual white boards) which allow the entire office or department the access to the performance of the brands. These indicators not only motivate the employees but also help keeping them, as a team, on their toes and track petty goals.

Several successful Branding activities, revitalization and campaigns of successful companies are carried out with the help of this technique. The only thing stopping you from employing such activity is determining and measuring your brand. Consulting firms like Neilson, Millward Brown and Webalue.com have fair solutions in-store. On an ending note, make sure you research your alternatives and evaluate the cost effectiveness of integrating Brand Scorecards into your branding process.

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