[Challenger Brands realize that brand identity and business promotion are now the domain of every dedicated employee. That’s why Challenger Brands encourage their employees to participate in the promotion of the business through one of the more readily accessible forums for targeted communications: blogging. Instead of restricting such activity to the corporate communications department, Challenger Brands embrace the Internet as an equalizer that levels the playing field and allows them to appear as large as the better-funded competition. Fortunately for Challenger Brands, various recent studies show only about a quarter of all companies utilize blogging.
But what if an employee posts a controversial opinion, you ask? Challenger Brands set obvious guidelines (don’t slam the competition, don’t divulge corporate secrets, etc.) and leave the rest to the imaginations of their discerning employees. Challenger Brands realize that communication from inside the organization (R&D speaking to individuals with a similar mindset, engineering speaking passionately with folks with like minds, accounting, production, HR, etc.) trumps a single-focus communication from the communications department. Blogging permits all of that communication and brand identity to be accomplished by folks who share common interests with your audience, and that equates to a different level of passion in the communication itself. So take the lid off and let your brand be exposed. Make the call now for “all hands on deck.” There’s a whole world out there waiting to hear your organization’s multiple voices. Challenger Brands satisfy that desire. Are you a Challenger Brand?