Brand Perception · Segment differences · Component
The internal reading
How employees and candidates see the brand, held against the external view — because the internal picture is the least reliable proxy and the most used.
The deliverable
What it is
Employees see the intent, the effort and the constraints, which makes them systematically more generous than the market and systematically confident about it.
A large gap in either direction is a finding. Over-confidence produces bad decisions; employees who do not believe their own brand produce bad delivery.
One level in
What it is made of
Each element is a constituent part of the component. Follow one to see the attributes it carries.
The employee view
What people inside believe the brand stands for.
3 attributes: Attribute · Strength · Believed customer view
LearnThe confidence gap
The distance between what employees think customers believe and what customers believe.
3 attributes: Gap · Direction · By function
LearnThe candidate view
How people considering working there see the brand.
3 attributes: Attribute · Source · Links to
Learn
Ask employees what they think customers believe. The gap against reality explains a great many strategic decisions.
The other components in segment differences
The segments
Which audiences are read separately, and why those — because an average across them describes nobody.
LearnThe differences
Where the pictures diverge, and by how much — because the divergence is more informative than any single group’s reading.
Learn