The Importance of Strategy and Brand Alignment

Strategy and Brand Alignment

These days, organizations are becoming more and more clear about their brand.  Some are also becoming clear about their strategy as a company.  The confusion that I am seeing over and over again is the misalignment of Brand, the Brand Promise, and Strategy.

Strategy at a corporate level needs to ALWAYS ensure that:

1. There is a clear understanding of the organization’s three to five Core Values and how all leaders bring them to life every day.
2. A compelling Purpose for the business beyond making a profit. These days, Purpose is replacing ‘Mission’ as most leaders struggle to understand that the term ‘Mission’ really is Purpose or the ‘Why’ for the business. Those with clear Purposes are also the ones attracting the best talent.
3. A clear and compelling Vision of what good looks like for the business.  In the crazy world we operate in, Vision has never been more important. It needs to be inspirational, measurable, and a stretch for the team. The best Visions do not read like “War and Peace.” They are less than seven words or numbers.
4. Three Strategies that will focus the organization on achieving the vision.  More than three and execution will falter.
5. Constant Communication.  In Rock Star organizations, communication never stops.
6. Governance.  Getting what you expect requires regular review.

Once all of that is in place in the business, the Brand needs to align with the strategy, and…the entire organization needs to align with the positioning that the brand represents in the marketplace.

Customer Loyalty and Brand Promise

Customers all buy a service or product offering for a primary reason. Be it the care they receive, the quality, the innovative solutions, or it is the most efficient.  There is a key, primary reason that customers will say they purchase and continue to purchase from your business.

Brand Promise.’  In order to deliver the Brand Promise consistently, leadership needs to make sure that everyone from HR to Marketing, Sales, Engineering, Finance, Operations and Supply Chain understands and aligns with the brand positioning and promise.

NOT, as in most organizations, operating under different internal priorities that work in opposition to the brand, positioning, and strategy.

One boat, one team all rowing in the same direction.

Robert Murray is a Vancouver, BC based Business Strategy Consultant, #1 Best Selling Author, and International Keynote Speaker. For further advice, insight and inspiration on how to unlock your inner leader, follow Robert on Twitter, LinkedIn, and Facebook.

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