By: Kellen Crow, Global Brand and Communications Manager | 07/28/2021 |
Brand elevation is essential for any company. As a company grows and develops and becomes more visible in the marketplace, you will enviably see growth in your audience, influence, and business. Brand elevation can’t happen without a clear and solid definition of your brand identity and DNA. Your internal brand (logo, color scheme, common voice, etc.) is the blueprint to the brand and becomes the foundation as well as the glue that holds your brand together.
So, what is brand elevation?
To me, brand elevation is taking your brand to the next level. What does that mean? There are a few different facets to a brand; the logo, and color scheme used, but also the people behind the brand. Let’s go a little further.
There are a couple of aspects to an elevation of a brand. Technology and People. Let’s break these very important aspects down.
- Technology: The digital age has brought two things to a brand: the need to have both transparency and personality.
- Being transparent means practicing what we preach. For example, social media shows a glimpse into the company culture and is a forward-facing channel, where we absolutely must do as we say we are going to do. If we talk about having an inclusive culture, we better have some great content to go along with that! Hint: Check out our Instagram page! (@PerceptaPeople).
- Personality means the ability to connect with your people, customers, clients, and potential employees. Being the face of a brand means living the brand. Brands are, in fact, living breathing things. The people behind the brands ensure they are maintained and elevated – when needed. This leads us to the people behind the brand.
- People: While it is true that a brand is a living/breathing thing, it needs to be supported and actually carried out by people. The culture of a company carries the brand through into the company, as well as into the market. At Percepta, we don’t manufacture or create anything; our people are our “product” and we believe that the employee experience drives the customer experience. What does that mean? It means that we believe that if we treat our employees very well, they will treat our customers very well. What does this have to do with brand elevation, you ask? Everything! Part of our brand is to ensure we do everything we can to make our employees happy. This includes the launch of our global rewards and recognition program, “Perci Perks,” our investment in Diversity, Equity and Inclusion, and even our Speak Up! employee survey.
The Percepta brand has been elevated in a few ways over the last two and half years. Brand elevation is about managing the company’s brand in the marketplace; but also, this blog is an element of brand elevation. We launched it to help our employees engage, communicate and be a part of the global picture that Percepta presents to our customers. At Percepta, we realize we are only as strong as our employees, and we strive to empower them, involve them and give them a sense of “ownership” in our brand. We want to hear every voice, consider every opinion and welcome new thoughts and suggestions.
When is it time for a Brand Elevation?
There’s no time like the present! As the world around us seems to change daily – and often even myriad times within a day – we want Percepta to be a solid, reliable and consistent force in the marketplace. Now, more than ever, there is a need to reassure our customers, as well as our employees, that Percepta is moving forward, elevating their presence and carving a path for increased customer engagement.