Skip to main content

Successful brand strategy is built on action


“You are what you do, not what you say you'll do.”
Tactics and strategy are vital for success in any form of human endeavor. But without action even the best plans have no value. Action transforms thinking and ideas into reality, a reality that can be experienced, assessed, measured and improved on.
In its purest and most simple form, brand strategy is simply that – a strategy. A good brand strategy is, after all, built around the clearly defined and well-orchestrated set of emotional and functional experiences that we want customers to have when interacting with a company. Without that experience there is no brand. Strategy and action are both essential for of brand building, and yet I am continually mystified by how many companies struggle with execution beyond worthy words and pretty pictures on the website.
Every day at Branding Business help companies execute their brand strategies. On the basis of our experience, I have identified five key points to ensure the promise defined by a strategy becomes an engaging reality experienced by customers.
 1. Brand roadmap.
I observe it with every engagement: a brand strategy is approved and the CMO needs to integrate resources, agreements and plans from multiple functional areas to turn a brand strategy into an experienced reality. The barriers often faced, combined with the ongoing business pressures, can lead CMOs to settle for sub-optimal plans that don’t deliver the experience intended by the brand strategy. To overcome this obstacle, I embed a brand roadmap in the development process. The roadmap enables a company to identify the internal and external initiatives that are instrumental in delivering the experience defined by the brand strategy. It enables the CMO to begin to execute immediately with clear priorities and assigned resources.
 2. Employees first.
 Brands are created by people for people: employees’ clear understanding and enthusiastic endorsement of a brand strategy (its purpose, vision, and benefits) are essential to ensure that customer interactions produce the intended set of impression and associations. The success gained through the initiative reverberated to customers.
 3. Customer experience innovations.
This is often the most time-consuming and difficult part to execute of a brand strategy. It is also probably the most critical. Any successful brand strategy must be associated with a set of customer experience innovations that align with what we want people to think and feel when they interact with a company. To assist clients, at Branding Business I map the customer experience innovations along the customer journey, which normally stretches across multiple functional areas and often touches operational workflows of a company. If a brand strategy’s core positioning is built around the notion of agility, I develop roadmaps of activities designed to improve and deliver a customer experience that will reinforce agility at every interaction with the company.
 4. Corporate narrative.
The strongest brands in the market share a common trait: they go beyond building preference and differentiation; they focus relentlessly on shaping the industry dynamics and evolution in such a way that aligns with their own strategic vision and growth plans. This strategic goal is accomplished through a corporate narrative, which presents an inspiring yet believable future state enabled by the company’s unique value and perspectives. All effective corporate narratives need a storyteller, a role perfectly suited to a CEO
5. Measure!
The old adage is correct: you cannot manage what you can’t measure. Once developed the effectiveness of a brand strategy needs to be continually assessed often resulting in corrective actions aimed at achieving the intended goals. At SAVIC, our Brand Performance Platform methodology enables the development  that can use to manage brand performance over time with precision and confidence.
Action is critical to realizing the potential of a brand strategy as long as it is purposeful, planned, intelligent and honest. Otherwise, action is just motion.

Comments

Popular posts from this blog

What is Cloud Services and Cloud Computing?

A cloud service is any service made available to users on demand via the Internet from a cloud computing provider's servers as opposed to being provided from a company's own on-premises servers. Cloud services are designed to provide easy, scalable access to applications, resources and services, and are fully managed by a cloud services provider.
On the other hand, Cloud computing is a type of computing that relies on shared computing resources rather than having local servers or personal devices to handle applications. In its most simple description, cloud computing is taking services ("cloud services") and moving them outside an organization's firewall. Applications, storage and other services are accessed via the Web. The services are delivered and used over the Internet and are paid for by the cloud customer on and as-needed or pay-per-use business model.
Cloud Delivery Models
Cloud computing can be divided into several sub-categories depending on the physical lo…

Addiction

When it comes to addictions and the problem that come with them, it is difficult to draw a line on the genesis of the whole vicious matter especially when the victim is going through a destructive phase of the addiction cycle.While there are many forms of addictions, there are those that have defiantly been with the human race for the longest time such as drug and sexual types of addictions and the paper focuses on such types. Addictions in their nature affect the deepest parts of a human being such as the physical and psychological and since they have the potential of chaining the addicted person in ways that are uncontrollable and unhealthy, the need to come up with relatively correct information about their nature becomes imperative.
What is the exact nature of addictions, are they behavioral or genetic? There are divergent schools of thought concerning its nature and while one faction such as the doctors propose that they are caused by genetic and environmental factors, others i…

GST(Goods and Service Tax) India Solution

The Government of India is planning to roll out GST from 1st of July, 2017 as per the latest update.
Based on the draft Model GST law SAP has started releasing Notes for DDIC changes, Screen Changes, Master Data and transaction data.
The proposed GST India Development roadmap is available in the GST JAM page –
https://jam4.sapjam.com/groups/zSb4pcqj7KwVE2vDu3HFLV/content?folder_id=T6F5GbeIJsnV4E2glGOVPx
These Notes are the draft notes and is not for Productive use. The “Disclaimer” should be read before going ahead and implementing the solution. And always the latest version of the Note should be applied.
Prerequisite:
Refer to the below SAP note for information on GST prerequisites
Minimum Support Pack level and tax procedure required is TAXINN.
2315692 – Information on GST
https://launchpad.support.sap.com/#/notes/2315692
Solution:
The list of SAP Notes for GST solution and the order in which they should be applied are below and will be updated as and when there is a new note…