Although most companies have defined and crafted a brand story, senior executives are not sure whether the value proposition is conveyed accurately by employees to potential customers, according to recent research from FocusVision and InnerView.
The report was based on data from a survey of 250 professionals who work for midsize and large companies (annual revenue of more than $250 million).
Some 87% of respondents say their company has defined or attempted to define a brand story that describes its value proposition.
Overall, some 41% of respondents say the brand story does not get distorted/diluted by the time it reaches the end buyer, 29% say it does, and 29% are not sure.
However, senior executives are much less certain than junior employees that the value proposition is accurately conveyed: Some 36% of respondents with the title of VP and above say the brand story gets distorted/diluted by the time it reaches the end buyer, 36% are not sure, and only 27% think it does not get distorted/diluted.
Respondents have the most faith in salespeople to accurately convey the brand story (75% say the sales team can tell the brand story consistently in front of customers), and they have the least faith in technical employees (44%).
About the research: The report was based on data from a survey of 250 professionals who work for midsize and large companies (annual revenue of more than $250 million).