Problem: Weak Organizational Integration

Brands are like children; they need constant attention, lots of love, and an occasional time out. Because the brand is merely a reflection of the organization’s mission and culture, it can never be left unattended for long periods of time. Like children, if the brand is left unsupervised – indeed, if the brand is not integrated into the organization – it can get into all kinds of trouble.

But what does brand integration mean? It means this: Do you hire with the brand in mind? Do your organizational policies reflect the brand? Is the brand aligned with your leadership team’s management style? If you answered no to any of these – or the 87 other questions we would like to ask you (really, we have 90 questions that will tell us everything we need to know about the current state of your brand) – then your brand is destined to crumble.

Maybe not next week or even next month, but crumble it shall. And no amount of really cool brand positioning advertising will save it.

Solution: Let Operations Build the Brand

The only way to build an enduring, market-dominant brand is to first create an experience that is brand-worthy; second, manage every aspect of that experience every day; and third, once the brand experience is solidly in place, only then communicate the brand through marketing. This is the basis of every sound brand strategy. As part of our Brand DNA methodology, strategicplanningMD works with you to weave your brand into every nook and cranny of your organization, developing a brand integration roadmap that will create brand alignment throughout your organization. Our services and tools include:

  • Ensuring the identification of operational touch points that are critical to the brand experience.
  • Integration of the brand values into organizational policies and procedures.
  • Development of recruitment and retention programs that fulfill and strengthen the brand.
  • Brand integration training programs that turn employees into brand ambassadors.
  • Customer service programs that deepen the brand experience.
  • Strategies to synchronize the organization’s mission, vision, and values with the brand.

If you want to integrate your brand into the operations of your organization, then call us at
800-535-1559. We’ll show you the possibilities for aligning your brand experience with your brand promise.