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Brand and Corporate Reputation

Brand and Corporate Reputation

Manage your brand or it will manage you.

Having a brand—particularly in today’s world of high-visibility, lightning fast viral perception—is inevitable. But while some organizations may leave marketplace perception to chance, leading ones make strategic decisions about how to best represent themselves to customers, actively defining and managing brand reputation on a pathway to profitable growth.

At Axiom Consulting Partners, we help organizations unlock and maximize brand value—a critical driver of profitable growth and transformation—by employing four strategies that allow the business to meaningfully connect with stakeholders. Often, this can mean repositioning/re-launching the brand to increase relevancy with target audiences; understanding and mitigating reputational risk; or simply identifying new programs, marketing approaches and messaging strategies to reach audiences most effectively, building enduring customer relationships that enhance company performance.

Our approach employs four strategies to maximize your brand value:

Brand strategy

  • Defining the “aspirational” brand, which is what we want to stand for in the next 3-5 years
  • Developing brand positioning, which is how we get from where we are today to our “aspiration”
  • Determining brand architecture and the appropriate roles / responsibilities each brand plays
  • Designing a portfolio strategy to increase relevance with target customers

Marketing strategy 

  • Defining the most effective go-to-market approach based on high-priority customer-experience touchpoints
  • Determining programs to activate in the market
  • Identifying metrics to measure impact of marketing efforts

Reputation strategy

  • Determining current reputation performance amongst key stakeholders
  • Providing insights into reputational drivers
  • Employing strategies to close gaps and achieve business objectives

Communications strategy

  • Developing and effectively sharing key messages with high-priority stakeholders
  • Identifying optimal vehicles to reach key stakeholders
  • Ensuring messaging is relevant and aligned with overall brand strategy

 

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