Brand Your Company For Recruiting

A brand defines what you stand for, your core beliefs about you.
It's the Value Proposition you offer to the market.

A Brand Architecture lays out the key elements of the brand.

Drivers: are the benefits that influence customers to buy.
You determine your brand architecture by focusing on the Key Drivers

Cost-of-Entry Drivers: are the benefits any brand in your field must deliver.

Differentiation Drivers: are benefits that separate you from the competition.
Your distinct benefits might not be on the buyer's mind. You might have to educate her to generate interest.

Preference Drivers: are benefits customers see as crucial. They are your trump cards.

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