Ep #110: Jennifer White: Brand Basics: What Makes You So Special and What Really Matters to Consumers and Your Employees

Business Growth Architect Show

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In this episode of the Business Growth Architect Show discusses the importance of developing the brand both internally and externally for an organization. Jennifer White, the Chief Brand Architect at Collective Memory, shares insights on Full Spectrum Branding, emphasizing that the brand goes beyond visual elements like logos and colors. She explains that brand is about the fundamentals of how a business operates, its purpose, and differentiation in the world.

Jennifer’s proprietary Full Spectrum Brand Strategy includes the triad of consumers, employees, and shareholders. It highlights the significance of aligning internal employee values with the company's values to cultivate brand champions who are excited to contribute to the company's growth targets. Jennifer also stresses the importance of understanding the perspectives of all stakeholders, including the impact on society at large.

A lot has changed in the current environment along with the expectations and impact of a brand. That is why you want to focus on how companies operate with integrity, respect the environment, and engage with stakeholders to create brand champions and brand ambassadors. The concept of employee value proposition is an important element in Jennifer's Full Spectrum Brand Strategy, ensuring alignment with the company's shared purpose.

Resources Mentioned:

Jennifer White: Website | LinkedIn

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