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:
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.
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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