Your brand strategy isn't syncing with company goals. How will you realign for success?

Last week, we created a branding strategy for a client, based on internal interviews and benchmarking against competitors. The company's managers welcomed the strategy enthusiastically. Here’s why: Reality-Based: We used accurate information and evidence from competitors for our analysis. Honest Reflection: We acknowledged the company's real strengths and weaknesses, providing solutions without overlooking any faults. Future-Oriented: We aligned our strategy with future market predictions, essential for a long-term plan. I think that our main role as consultants is crucial in combining today's realities with future market potentials, driving business growth and development.

In my opinion, there is a work flow from the corporate strategy to brand strategy. At first, corporate target is defined and then, the corporate strategy is created to achieve this target. Corporate strategy includes expectations from brands that the company has and brands strategies are described according to these expectations. An incompatible brand strategy should be audited and harmonised with the corporate strategy, since the perspectives of the company and the product should be in the same direction.

Emphasize that realigning the brand strategy with company goals is crucial for success. Start with a comprehensive brand audit, examining all touch points to identify inconsistencies with the company's mission and vision. 1. Redefine your brand positioning to better reflect company goals. 2. Update your brand guidelines to ensure consistency across all channels. 3. Retrain your team on the new brand strategy and its importance. 4. Revise marketing materials and digital assets to align with the updated strategy. 5. Implement a regular review process to maintain alignment.

When conducting a brand audit, go beyond just analyzing your digital assets and marketing collateral. Spend time in the field observing how your brand is perceived and experienced in real-world settings. Visit retail locations if applicable, attend industry events, and engage directly with customers. This hands-on approach often reveals insights that aren't apparent from behind a desk. You might notice how staff embody (or don't embody) your brand values during customer interactions, or spot inconsistencies in how your brand is presented across different channels.

Brand strategy not in synch with co goals is trouble, if not big trouble. i have come across a situation where the Brand Strategy was not in synch with Company Goals. Thats because the Top Management felt it was a wrong Brand Architecture. We were sure it was a matter of time and a correct futuristic devision. But couldn't convince the top management. On hindsight, it was a serious lapse of brand teams in not getting periodic frank feedback from the Board of Directors. And/or - a couple of key Board Members never approved of the new Brand Strategy. So, first, listen to the powers that be without mincing words, on what is the precise issue, as a formal report with a Vision and Goals direction, if not the precise corrective directions.

Values are the qualitative ‘why’ for any action translation. Case in point - PepsiCo Organisational Values: Consumer centricity, integrity, opinion first, celebratory, inclusivity Lays Brand Values: Joyful, playful, friendly & for everyone. Organisational values and brand values need some level coherence that support business objectives at large.

1. Revisit Core Values: Use your company’s core values as a guide for brand strategy and decisions. 2. Check Alignment: Ensure your brand narrative embodies these values consistently. 3. Reflect Commitment: Integrate core values, like sustainability, into all brand aspects—products, operations, packaging, and partnerships. 4. Recalibrate as Needed: Adjust the strategy if there's a misalignment with core values. 5. Ensure Consistency: Maintain a uniform representation of core values across all brand touchpoints.

Revisiting your company's core values is like checking the compass on your journey to brand alignment. These values should guide every decision and communication, forming the heartbeat of your brand strategy. If there's misalignment, recalibrate to ensure your brand narrative embodies these principles. For example, if sustainability is a core value, reflect this commitment in all aspects of your brand—products, operations, packaging, and partnerships. Ensure your story isn't just told but lived, reinforcing your brand's integrity and authenticity.

Both brand strategy and business strategy have the same foundation: a clear vision. If there is discrepancy between the two, it's a symptom of an unclear vision, rather than a mis-alignment between a brand and business strategy. Core Values are the basic, most important component about that vision: they direct beliefs, attitudes, message, behaviours, relationships, even hiring and firing. Regardless how cliché Core Values have become, they are essential to know how you're going to get to where you're going. After defining your values (and creating a clear vision), define which aspects of your brand & business strategy are misaligned, and make sure to align from BOTH sides.

It depends greatly on the company's goals and its appreciation of brand strategy. I once worked with a client whose primary KPI was sales, and they didn't initially understand how branding could impact this. It took time to educate them and demonstrate the effectiveness of a strong brand strategy.

Make necessary adjustments to your brand strategy. This could include rebranding, changing target markets, or adjusting your value proposition.

Pause! If one thinks the brand strategy doesn't align with the company goals. Pause without question. THis saves a lot of time, effort and investments. Get a third person's perspective and pivot (if necessary).

Start by analyzing where things are off, then work with key stakeholders to redefine your objectives. Adjust your brand strategy to fit these new goals, making changes gradually and monitoring progress. Stay flexible and ready to tweak as needed.

Based on the audit findings and core values, develop a plan to pivot your brand strategy. This may involve redefining your target audience, updating your messaging, or revising your product offerings. Ensure that your new brand strategy supports your company’s goals and addresses any identified gaps. Create a detailed roadmap outlining the steps needed to implement the changes and the timeline for execution.

When your brand strategy drifts, a strategic pivot is vital. Don’t think of this as a full overhaul but rather a strategic tweak. For instance, adjust your messaging to better resonate with your target audience. If you're aiming to elevate your brand, shift from generic marketing to highlighting unique selling points that align with your company’s goals, like customer-centric service. Always ensure these adjustments are data-driven and monitor their impact rigorously using KPIs such as customer engagement rates and conversion metrics. This way, every pivot is purposeful and results-oriented.

Engage and educate your team about the realigned brand strategy and company goals. Ensure that all employees understand the new direction and their roles in achieving it. Provide training and resources to help them embody the brand values and effectively communicate the updated strategy. Employee buy-in is crucial for successful implementation and consistency across all touchpoints.

Not everyone understands the meaning of a brand; it’s essential to first educate them on its significance and demonstrate why it is important and valuable. Educating people about the importance of a brand involves explaining how it aids in recognition, builds trust, fosters loyalty, and provides a competitive edge. Demonstrating the brand's value involves discussing brand equity, shaping customer perceptions, positioning in the market, and creating emotional connections. Using real-world examples like Apple and Nike, conducting interactive workshops, and providing continuous education on branding trends can effectively convey its significance and tangible benefits to businesses.

When thinking about measuring success, it's crucial to match your metrics to your company's goals. And there are 3 categories of brand metrics every business should use: 1. Perceptional 2. Performance 3. Financial Perceptional Metrics measure people's attitudes and opinions on a brand. They're useful for determining if what you're saying is what people believe. Performance Metrics tell you how your brand building has driven business results. They're useful for determining growth in areas like price perception and retention. Financial Metrics tell you the economic impact on the business. They're useful for determining things like revenue growth and ROI. Focus on finding metrics relevant to your goals that fit in those categories.

?? D’après moi, pour réaligner notre stratégie de marque avec les objectifs de l'entreprise, nous allons renforcer la communication interne, redéfinir nos valeurs clés et impliquer toutes les parties prenantes dans ce processus crucial. Cela nous permettra d'assurer une cohérence et de maximiser notre impact sur le marché. #StratégieDeMarque #ObjectifsEntreprise #Alignement ????

Establish key performance indicators (KPIs) to measure the success of the realigned brand strategy. Track metrics such as brand awareness, customer engagement, sales growth, and market share. Regularly review these metrics to assess the effectiveness of your strategy and make adjustments as needed. Continuous monitoring and analysis ensure that your brand strategy remains aligned with your company goals and can adapt to changing market conditions.