Previously, we talked about how to identify your stakeholders and how to prioritize them. Today, I will give you some insights on the common characteristics of your key stakeholders. As you may recall, we use two criteria in assessing the importance of a stakeholder: its power and its level of  interest. Let’s analyze some of your stakeholders and see what they want and what they can do. Read the rest of this entry →

Previously we talked about the importance and identification of your stakeholders. Let’s continue from where we left off.

Not all stakeholders are equally important. You should focus your attention to the “key” ones. Who are they? They are the ones who can affect (and will be affected by) your branding project. You have to get those people on board as early as possible. Next question is… Read the rest of this entry →

In my opinion, the fundamental difference between advertising and branding is their target audiences. The priority of advertising is the consumer (there is nothing wrong with that). However, branding specialists concentrate on the big picture. They work with the “key stakeholders” of an organization.

Your company’s reputation extends beyond your customers. Any constituency who has the power to affect your success is considered as a “key stakeholder.” Given their importance for your organisation, you should have a systematic approach to research their needs, wants, perceptions and behaviours. 

How do you figure your stakeholders? Read the rest of this entry →