In the past, most people were passive and didn’t expect much from their political environment.
But this is no longer the case.
With the right kind of environment marketing, you can use your brand to actively influence change.
A key focus is on building a relationship with the people in your company and engaging with them on different levels.
This is where your brand becomes a trusted advisor.
When done correctly, it’s a win-win for everyone involved.
The good news is, there are many ways to get started with this approach.
We’ll walk you through the steps of building an environment that supports your brand, your employees, and your customers.
Step 1: Make a budget
Before you can do any of the work, you need to have a budget.
Having a clear understanding of your budget will help you plan for what you can afford and what you might not have the resources to do.
If you don’t have any money to start, don’t worry. You can still work on your brand environment by setting aside some resources to do your research.
Step 2: Choose your environment
Your environment is a collection of the physical and social environments that surround your brand.
You can think about it as the people who work for you. Your environment is the collective experience of all of these people.
You can do this by using a qualitative or quantitative measure.
If you have a lot of qualitative data, you can use it to create a map of your environment.
The key here is to understand what you’re trying to measure. You can’t just go out and find a bunch of qualitative data and call it a day.
Instead, you need to create a detailed environment map and use it to guide your research.
The environment map should start with the people who work for you and the people who interact with your brand.
You can use tools like Google Analytics to track your site visitors and customers’ interactions with your brand.
Once you get the hang of this, you can use it to create a more detailed map of your environment.
For example, if you sell a business software, you could use it to examine your website traffic and engagement.
If you’re looking for a tool that can tell you how your customers are interacting with your brand, you might want to consider Brandwatch.
Step 3: Collect qualitative data
Before any meaningful research can take place, you need to collect some qualitative data.
This will help you understand what your brand is really like, and it will give you insights into what’s working and what’s not.
There are a number of different ways to do this.
For example, you can use one of the following qualitative research methods.
- Focus groups
- Focus-group discussions
- Observational field research
- Observational interview
For this example, we’ll focus on the data obtained from a focus group discussion.
Qualitative research is a great way to understand how your customers and potential customers think and feel about your brand.
Since we know that this is an indirect way to evaluate your brand, we’ll use a fictional brand called “The Company.”
“The Company” is a fictional brand that represents an average company.
The Company has multiple employees, including the following:
- An accounting department
- A marketing department
- An HR department
- A manufacturing department
- A customer support department
These departments are the company’s key stakeholders. They communicate with each other and with the rest of the company in different ways.
For example, the accounting department sends information about financial results to the marketing department.
The marketing department uses this information to plan and budget for future marketing activities.
And the marketing department then works with the other departments to implement those activities.
The other departments also use data from the accounting department to inform their decisions.
Since this information comes from multiple sources, it’s important to have a clear understanding of the data.
Here are some questions you might ask to get started.
What are some of the key challenges your company faces?
What obstacles do your customers or potential customers face when trying to use your product or service?
What do you do to overcome these obstacles?
What do you believe are the most significant opportunities for growth in your company?
What do you see as your biggest roadblocks?
What do you feel are the most significant obstacles your company is facing?
This is a good place to collect a lot of qualitative data.
Use the questions above to get a better understanding of how your customers and potential customers think and feel about your brand.
How do you think your customers would describe your brand?
How do customers use your product or service?
What do customers do when they interact with your brand?
What do customers do when they talk about your brand?
What do customers do when they get a new product?
What do customers do when they experience a big change?
How do your customers rate your customer service?
How do your customers rate your product?
What would your customers describe as your brand’s best qualities?
What would your customers describe as your brand’s worst qualities?
This is also a great place to collect a lot of qualitative data.
How do you want your brand to be perceived?
How do you want customers to feel about your brand?
How do you want your employees to feel about your brand?
If you do this, you’ll have a much better understanding of how your customers and potential customers think and feel about your brand.
Once you have enough qualitative data, you can start to map out a more detailed environment.
Step 4: Create a detailed environment map
Now that you have enough qualitative data, you can start to map out the environment.
As you create your environment map, you’ll want to use tools that will help you understand how your customers and potential customers interact with your brand.
We’ll use a tool called Brandwatch in this example.
Brandwatch is a powerful tool that lets you look at how people interact with your brand in real-time.
Using Brandwatch, you can monitor the following KPIs:
- Brand awareness
- Brand love
- Brand engagement
- Brand trust
- Brand reputation
- Customer loyalty
Once you’ve created your environment, you can then use that information to create a detailed environment map.
This post has covered why you need a detailed environment map, as well as some of the different tools you can use to create a detailed environment map.
If you’re looking for information on creating a detailed environment map, you can learn more in our guide on creating a detailed environment map from scratch.
I’d also recommend that you check out our guide on creating a detailed environment map.
If you’re looking for a tool that can help you create a detailed environment map, you can look at our list of the best customer journey mapping tools.
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