Know-How Exchange : Advertising/PR

Before you "put it out there" make sure you can deliver on the value proposition. Corporate marketers fail to make the connection between the brand strategy and the operating strategy. If you promise customers a value proposition that your employees, policies and procedures can't support or deliver on you will be worse off than if you had never promoted your value prop. in the first place.

A must read is "Building the Brand Driven Business" by Scott M. Davis and Michael Dunn. The premise of the book is that you should be "operationalizing" your brand in order to drive growth. The way you do that is to make sure that at every customer touch point (Call center reps. website, brochure, policies and procedures) you are delivering on the value proposition. If you find that your value proposition has no bearing or relationship to your operations then it will be difficult to make it a reality for your customers.

Successful corporate marketers are those who work closely with all those who deliver the value prop. to consumers. This should involve everyone in your company. This brings up another issue. Before promoting your brand externally make sure your employees are aligned with the brand and know the role they play in delivering on the brand promise.
You'll need to build relationships with your HR department as they typically have responsibility for employee communications. They will need your help as they are better at telling than selling. Employees need to be sold on the value proposition not simply told about it in an employee newsletter or other correspondence. They need to understand what the appropriate brand building behaviors are.

All the great brands do this. Disney, Nordstrom, Southwest to name a few. All their managers and employees, even those who are non-customer facing understand their role in delivering on the brand promise.

So before you integrate the communications of the value proposition, make sure you can deliver and that everyone responsible for the delivery is on board. Only then should you present it to the world. Hope this is helpful. Good luck!