Brand Building Is An Inside Job
Posted by heatherrast on February 3rd, 2009Not long ago, after much research and ideation, I developed a strategic planning process I’m pleased with. It’s a phased, sequenced approach that includes closed-loop feedback integrated into an iterative, evolving process. Nothing Einstein-ish about it, but then if you’ve ever read any documentation on blue ocean vs. red ocean strategy, you’ll know there are some brilliantly simple imperatives right in front of us which distinguish failure from great success.
The part of the methodology that really appeals to me, consumer connection enthusiast that I am, is a center of concentric circles. Since the issue is marketing communications, the innermost circle consists of a typical constituency: marketing coordinator, marketing manager, director of communications, vice president, et al.
Encompassing that hands-on, influential team is other stakeholders of the brand. This group encircles the inner group of marketing-types. This circle includes the legal team, the IT department, customer service, administrative/billing, quality assurance, and a plethora of other folks who work for the company, represent the brand in their word and deed, and interact in some way with the consumer.
I believe these other stakeholders are often overlooked when a company decides to improve a process, embark on a growth initiative, launch a product, or formulate a competitive response.
In effect, these companies are not leveraging valuable sources of data and insight. They’re planning solutions within a silo or echo chamber, with the same frames of reference and mindsets that got them HERE.
But the problem–or opportunity–is, they want to get THERE.
I don’t believe a sustainable, authentic plan can be developed and executed without the infusion of ideas, suggestions, input, insights, and data these ancillary stakeholders possess.
And can you imagine the impact these stakeholders might have within their own respective teams while processing each days’ work, were they to be integrated into the planning mix? The sense of responsibility, of contribution, of inclusion, of the sheer efficacy in being “heard” and bringing forth real back stage issues would be empowering. Enlightening.
The ensuing consumer interactions these newly empowered brand stewards would be involved in would include a heightened state of awareness. Maybe even a circumspection due to having acquired a better understanding of core company initiatives. Or an innate desire to over-deliver on consumer expectations because they have a better grasp of the bigger picture.
I believe people truly want to be responsible, and be held accountable for their contribution to the whole. The key, in my opinion, is to actively include them in analysis and decision-making, drawing clear conclusions about the areas they can directly impact.
Without direction, people wander. Without purpose and calling, they wait for inspiration.
They’re employed by your company and represent your brand from 8am-5pm. Call on them to be more than employee, to be a steward and ambassador of the brand. Charge them with helping you build a stronger environment, a better product, grow more share. Inspire them to help propel the company forward.
I totally agree Heather!
Employees have the best perspective on what’s not working, and usually have a pretty good idea of how to fix it.
If every employee understands the brand promise, and knows what he or she needs to do every day to live that brand promise, the brand experieince is going to be better for everyone – especially the customer.
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Couldn’t agree more Heather. I recently posted my thoughts on this from an Employer Branding perspective wondering if we might see businesses starting to actually appreciate that the true power of brand lies with people and look to leverage accordingly through engagement – something that would be both internal and external facing.
http://www.3dmarcomms.com/blog/2009/01/the-future-for-employer-branding-maybe/
Be interested in your thoughts.
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Twitter: heatherrast
Lynn, I wish I’d made the point as succinctly as you did, brava and Thank you!
Alex,Thank you for the visit here, and the way you picked up the flag and charged it forward. I’ll definitely take a look. Thanks!
Heather
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I think one of the biggest problems with internal branding is that branding tends to fall into the area of marketing communications, which typically focuses on those outside the company. Breaking down the silos inside a company to help everyone feel responsible for the brand is challenging, but has so much potential.
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