TrustBrand™ – The Heart of Junxion's Approach
In an era when stakeholders watch businesses with a hawk’s eye focus on their social and environmental behaviour, and when the countless causes of the social sector strain to stand apart, a strong brand is a vital strategic asset.
Framed this way, a brand is all about perception—it’s your expectation of the experience you’ll enjoy (or endure, as the case might be!) when you interact with the brand. Brand builders must realize that establishing a strong brand is not about what they say, or about what they control; it’s about what they do and what they can influence.
Successful brand-builders make their organizational strategy and their brand walk hand-in-hand: A sound strategy without a communications and engagement framework is little more than a thought exercise.
To develop an authentic brand, leaders must not only define the values, but also dig deeper to define the representative behaviours that will indicate those values are being expressed fully and correctly by the brand.
Each of them recognizes that ‘value’ is rarely a simple, financial, transactional equation. The perception of value can certainly rely on financial questions, but also on accessibility, pride, recognition, a sense of shared belonging, and so much more.
To develop an inspiring brand, leaders must tap into the science and art of storytelling—a topic we’ve lectured on and workshopped for years. Fortunately for them, we humans are naturally built storytellers; it’s quite literally in our DNA.
To develop a distinctive brand, leaders must know not only what drives their customers today, but what’s likely to drive them in the future.