Question 1
Internal branding is the progressive process which the company uses to make sure that employees are aware of what the company is and its role in serving the people to meet the needs of the consumers. It creates awareness and consistency in the organization. Furthermore, internal branding creates and sustains a positive culture, which is crucial for fostering the sustainability of the organization. Branding should include an internal component to assist in enhancing awareness of the organization. The internal component will assist in defining and disseminating information about the Wellness Institute, and this would consequently enable the people to understand better the organization and the role it plays in society. For instance, communication and interaction as a component of internal branding would show how the brand experience is translated through action, and this would, in turn, make people understand the organization, its mission, and the role it plays to foster the wellbeing of members of society.
Question 2
External branding is the structured technique used to develop, communicate, and solidify the firm’s brand. It mainly involves the use of logos, brand color, print, web design, as well as blogs. The process of the external branding process encompasses conducting market research to learn the current brand position and surveying the awareness of the brand. The process typically assists in offering intuition into the brand, and this, in turn, provides the organization with the opportunity to develop a proper branding strategy that would market the company to its customers. Likewise, the outcomes of the external branding process include but are not limited to the enhanced performance of the organization, improved accountability, and increased funding since it shapes the donor’s perception towards the organization. Additionally, the successful indicators in a fruitful internal to external branding process include communications, personal factors, human resources practice, and leadership. Communication typically involves defining the internal brand and relaying the information to the employees as well as customers. Proper communication habitually serves as a crucial indicator that shows the success of the branding process that ultimately helps in improving the brand image of the organization. Similarly, human resource practices often involve the hiring of new workers, training of new and existing workers along with dynamics among the executives.
Question 3
The Institute should have invested resources in a branding strategy. The Institute had diverse offerings, which made it difficult to communicate with the community members about its role and what it did. The community members lacked consistent information on what the Institute was because they had a varying understanding of it since some understood it as a fitness facility, while others viewed it as a rehab and chronic disease prevention center. Investing in branding strategy would, therefore, assist in clearing the air on the diverse opinion and understanding of the community members on the Institute. It would make them understand who the Institute is and what it does. Similarly, the Institute should have invested resources in a branding strategy to create perceptions and emotions in its audience, and this would consequently assist in boosting the understanding of the audience on the organization. The outcomes for investing resources in branding encompass enhanced perception of the community towards the organization, improved performance along with the attraction and retention of the best talent.
Question 4
The outcomes could be used to justify branding to stakeholders, particularly the funders, by showing them the benefits which the branding strategy induces to an organization. For instance, enhanced performance could be used to justify branding since it could be used to persuade the funders to support the expense. Likewise, the outcomes could be used to justify that the expense is viable and that it ultimately causes a positive impact on the organization. The viability of the expense would, in turn, motivate the funders to support the practice, which would consequently foster the brand image and reputation of the Institute.
Question 5
The Institute should hire a consultant to brand itself. Marketing consultants are habitually experienced in creating and executing strategic programs, including branding. Hence seeking their services will considerably assist the organization in creating and executing an appropriate branding strategy that would consequently assist in improving the brand image of the Institute. Besides, the hiring consultant is cost-effective; thus, the Institute should hire a consultant to save on the cost of developing and executing its branding strategy.