close-icon diverge-logo-tm up-arrow

Do You Know What Your Brand Stands For?

Higher engagement through brand clarity

Do you and your employees know what your company stands for? Do you know what makes it different from its competitors? Some research has shown that only 41% of employees could answer that question.¹ Other research has revealed that:

61% don’t know their company’s mission and if they did, 57% are not motivated by it.²

Why does it matter? Employees who know what their company stands for are far more likely to understand what they need to do to live out the company mission and vision. This naturally creates a deeper and more meaningful engagement and commitment to what the company does. This alignment translates to success. According to a Gallup study, “highly engaged organizations have double the rate of success of lower engaged organizations — and average 22% higher productivity.”³

Companies who know what they stand for are better equipped to build, guide their business and meet their performance objectives.

Apple ranked №1 according to Forbes’ ranking of “most valuable brands” while, at the same time, it ranked №1 in a 2016 global public perception study.⁴

While not exactly proof positive that there is a direct correlation between brand value and perception, it does suggest there is a strong relationship. Knowing who you are as an organization does provide a guide for reinforcing perceptions that support what you stand for. In the case of Apple, their perceptual strengths included purpose, innovation, individuality and authenticity, all of which are imbedded in their Vision statement.

Creating a clear definition of your brand is crucial to understanding what the brand stands for and how it is uniquely different. Just defining the strategic foundation of a brand in terms of vision, mission and values is not enough. Of equal importance is defining the strategic expression — the brand proposition, brand promise and brand attributes. It is this strategic expression that shapes the brand experience — what it looks like, sounds like, and how it behaves.

It is the internal understanding and commitment to the brand that drives the external perceptions which, if aligned, lead to brand loyalty and brand value.

What Does Your Brand Stand For?

1John H. Fleming and Dan Witters, “Your Employees Don’t Get Your Brand,” Gallup Business Journal, July 26, 2012. 2Achievers 2015 Workforce North American Survey, “The Greatness Gap: The state of employee disengagement.” 3John Baldoni, “Employee Engagement Does More than Boost Productivity,” Harvard Business Review, July 4, 2013. Quote from Jim Harter, Gallup Research 4Global Top 100 Companies 2016 Perception Ranking, Futurebrand