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.


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…

New SAP Analytics Cloud Content for SAP Business ByDesign

We’re excited to announce the release of new pre-packaged analytics content for SAP Business ByDesign!

For months, our engineering teams have been working hard on a multi-faceted plan to tighten the integration of SAP Analytics Cloud with select SAP Analytics Cloud applications. These plans include an extensive cross-functional team focused on developing content and APIs for more than 20 applications.

Pre-packaged content is an excellent opportunity to extend native application reporting, with advanced, purpose-built analytics from SAP. Moreover, SAP Analytics Cloud content is free-of-charge, can be deployed as is, or can be fully customized to suit your needs.
Here’s what has been delivered for SAP Business ByDesign.
Financial Performance Easily visualize the performance of key financial metrics across your organization, with drill paths and filters which allow you to track profitability across regions and by product.
Procurement Track, spend, and maintain controls over time…

Basic Fundamental of Technical Analysis

Technical analysis may appear complicated on the surface, but it boils down to an analysis of supply and demand in the market to determine where the price trend is headed. In other words, technical analysis attempts to understand the market sentiment behind price trends rather than analyzing a security’s fundamental attributes. If you understand the benefits and limitations of technical analysis, it can give you a new set of tools or skills that will enable you to be a better trader or investor over the long-term.
There are two primary methods used to analyze securities and make investment decisions: fundamental analysis and technical analysis. Fundamental analysis involves analyzing a company’s financial statements to determine the fair value of the business, while technical analysis assumes that a security’s price already reflects all publicly-available information and instead focuses on the statistical analysis of price movements.
Technical analysis is a method of evaluating securiti…