Are your business strategy, growth objectives and brand strategy aligned?
Ideally a firm’s business strategy is debated, developed, executed, measured and justified on an ongoing basis by an ambitious and diligent senior team. If the firm’s business strategy is a working piece and translated into a set of agile plans, then the firm’s brand strategy should provide powerful energy to move this forward. If this is not happening, then the brand management process should, when systematically carried out, be the catalyst to clarifying the aspirations and success objectives.
In either scenario, it may be time to check that the business vision, values and plans are being translated into all branding touch points whilst staying relevant.
If the firm is growing into new markets, sectors and demographics of any difference, you must reach out with tailored relevance. Again, be considered at all levels including branding.
Whatever the size of the firm, vision and values need to be up to date and communicated for on-boarding new people. How else will they know how to contribute to the brand in providing a service without any degree of guideline?
It’s all about the people – to deliver on the brand promise, values and services with consistency and enthusiasm requires an understanding and engagement of brand development. Understanding the strategy behind the brand enables partners, managers and teams to bring the brand to life authentically through tangible means, from pitching for new business to answering phone calls. The end to end consideration of all touch points has been part of the brand development process for many sectors for some time, particularly airlines and hospitality. For the professional sectors, we would argue there is much opportunity to stride ahead and create this differentiation.
Is the firm not only communicating what they stand for, but also claiming this space as their own? If not, there is probably a need to refresh the look and feel of key brand assets to meet new times and claim their space in the current market.
Seemingly obvious but a brand’s website should engage with their target audience with the best of who, what, how and why. Whether this is to attract visitors or to reinforce a sense of confidence and legitimacy, the site needs to be on brand and relevant to your clients today and tomorrow…not for yesterday.
There’s no short cut – brand strategy is a part of business strategy you should not ignore if you are aiming to grow a business. Its focus will put pressure on the discipline within our overall business strategy.