. Analyse your environment and market
Posted: Sun Apr 06, 2025 9:01 am
Step 1. Determine your anchor point
This step forms the basis of 'bringing the outside in'. First you have to determine 'inside' what your desired identity is. In short, where you come from and where you want to go. This is expressed in your core values and priorities and gives you focus. What do you want to convey and how do you want to be seen? For example: if you want to distinguish yourself in the field of service, you could ask yourself whether you are reachable via the right channels and at the right times. If speed is an important priority, then you do not only look at fast delivery of product or service, but also at response times in the field of service. And do you want to be seen as a source of inspiration for your target group? Surprise them by going the extra mile. Your priorities therefore also determine the factors that you will analyze in the second step.
A clear focus point gives you the opportunity to analyse more sharply how you come across to the outside world. This allows buy phone number list you to set out more targeted actions to achieve your goals. So check for yourself whether you have a good idea of what you want to be associated with as a brand. An example of this is KLM with the brand promise “Journeys of inspiration” and the brand values Dutch, Inspirational, Open and Reliable.
In the second step, you analyze what is happening. Which media and people support your organization and who criticizes it? But also: which arguments are expressed for and against your organization? And why? This is where online and offline monitoring come in to give you valuable insights.
This step forms the basis of 'bringing the outside in'. First you have to determine 'inside' what your desired identity is. In short, where you come from and where you want to go. This is expressed in your core values and priorities and gives you focus. What do you want to convey and how do you want to be seen? For example: if you want to distinguish yourself in the field of service, you could ask yourself whether you are reachable via the right channels and at the right times. If speed is an important priority, then you do not only look at fast delivery of product or service, but also at response times in the field of service. And do you want to be seen as a source of inspiration for your target group? Surprise them by going the extra mile. Your priorities therefore also determine the factors that you will analyze in the second step.
A clear focus point gives you the opportunity to analyse more sharply how you come across to the outside world. This allows buy phone number list you to set out more targeted actions to achieve your goals. So check for yourself whether you have a good idea of what you want to be associated with as a brand. An example of this is KLM with the brand promise “Journeys of inspiration” and the brand values Dutch, Inspirational, Open and Reliable.
In the second step, you analyze what is happening. Which media and people support your organization and who criticizes it? But also: which arguments are expressed for and against your organization? And why? This is where online and offline monitoring come in to give you valuable insights.