01. UNDERSTAND NEEDS, MANAGE INFLATED 04. MEASURE YOUR BALANCE WHAT BRAND EXPECTATIONS What gets measured, gets done. Putting a measurement To balance expectations, you first need to know exactly and tracking framework in place means you and your LEADERS CAN what they are. Mapping your key audiences and team can make tangible progress in finding your brand’s separating their critical versus inflated expectations will unique balance for growth. DO NOW help identify which expectations to address and which to manage in your search for balanced growth. CHAPTER 04: WHY NOW IS THE TIME FOR CITIZEN BRANDS 02. DEFINE THE CITIZEN BRAND BENCHMARK FOR 05. TURN YOUR TEAM INTO AN ENGINE OF BALANCE YOUR CATEGORY AND BRAND As any athlete will tell you, finding balance requires The extent to which stakeholders expect your brand practice and commitment. Ongoing optimisation of your to be a Citizen Brand will vary by category, market and brand’s own formula should be a constant consideration brand. Pinpointing the expected balance of Self versus for your team or department. Society for each element will give you a clear benchmark to plan against and define your brand’s unique response. 03. DEFINE WHICH PART OF YOUR BRAND MIX SPEAKS TO SELF VERSUS SOCIETY Not every aspect of your brand mix can or should address the expectations of Self versus Society equally. Through audience understanding, you can set your 4 objectives before identifying and prioritising which parts 202 of your brand mix to invest in to chart your unique path to balanced growth. GET IN TOUCH Want to find out how to apply the Citizen Brands framework to your own brand? For a deep dive into the study’s findings and to learn more about applying the framework, get in touch with Irina Wale: CITIZEN BRANDS REPORT Irina Wale [email protected] 26