Employer Brand Management by Mosley Richard

Author:Mosley, Richard
Language: eng
Format: epub
ISBN: 9781118898512
Publisher: Wiley
Published: 2014-09-22T00:00:00+00:00

CREATIVE FRAMEWORK

(a) Brand identity

Whatever creative ideas you're planning to deliver, you first need to establish a consistent brand ‘look and feel’. It may be that this is already established and prescribed by the corporate brand guidelines, or it may be that you have scope to tailor the ‘look and feel’ to the employer brand, or a specific campaign to a specific audience. Either way, this should ensure:

your brand stands out from your competitors;

your marketing materials look and feel attractive to your primary target audiences;

your target audience correctly associates your marketing content with your brand;

your employer brand aligns effectively with your corporate and customer brands.

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