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Organization Culture + Brand Promise Alignment = Competitive Advantage

Our researchers and brand strategists can help turn a potential organizational weakness into your greatest strength.

Aligning an organization behind a brand’s promise is almost always considered critical for service organizations, but not so much for manufacturers. However, experience shows that internal alignment is essential for both types of companies to ensure sustained, long-term success. There is strong evidence that strategic, thoughtfully developed efforts to connect employees to the brand promise in a meaningful way yields not only superior brand performance and but also stock appreciation.

Full realization of the financial potential of a merger or acquisition may well depend on how quickly the newly formed organization can inspire its combined employee base and get them aligned with the “new” company’s vision for the future. But even well-established companies often underestimate the opportunity lost from weak or nonexistent employee alignment with the brand.

All employees need to understand the brand story, its meaning to the consumer and their personal role in the brand’s success. Ideally, your employee body will be as emotionally engaged with your brand and as excited to deliver the brand promise as  your consumers are to receive it. The Bloodhound Group’s process for helping you build internal alignment is designed to energize your organization to deliver your brand promise in a compelling and differentiated way. Key components include:

Insight

  • Ensuring all employees understand the senior executive vision for the brand
  • Identifying any inconsistencies between middle managers’ view of the brand vision and that of the senior leaders
  • Clarifying and documenting the brand story being delivered by front-line employees
  • Identifying any gaps among organizational, consumer and competitive realities

Strategy

  • Refining and clarifying the brand proposition
  • Gaining complete senior and middle management buy-in
  • Clarifying the role of each functional area/department in brand promise delivery
  • Creating a solid, sustainable foundation for communicating expectations and receiving feedback

Execution

  • Developing/launching a successful employee-facing brand campaign
  • Measuring performance metrics against brand delivery consistency
  • Affirming/rewarding employee and organizational behavior supporting delivery of the brand promise
  • Reenforcing brand meaning on an ongoing basis

Let us show you how our process can create powerful internal alignment for your brand within your organization.

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