Brands, values and excellence – it's not what you say, it's what you do that counts
Given that you have an excellent brand – it should be, it's cost enough – what do you do now? Brands get lonely and wither if left alone. They need to be implemented and constantly nurtured. Only then can the brand really move the company forward. A three-pronged attack is needed for true success – brand, company values and the pursuit of excellence. And they all need to work harmoniously with close attention paid not just to what you say to customers but how you say it.
Brand implementation begins at home
Brands set the framework by which products and services are perceived by customers. Unless the brand stands for something, it stands for nothing.
In their book "A Brand New World", Scott Bedbury and Stephen Fenichell state simply that, "the brand is the sum total of everything a company does". Put like that, it is clear that brands need to be rooted deeply in the philosophy and driving force of the company.
It is through the day-to-day links with customers that brand programmes become valuable tools for a company. Senior management must provide the overall direction that shapes the company and the dealings it has with customers. Only by delivering effectively on the brand promise can you truly win customer loyalty. If a good brand is to be a world-beating brand, its implementation has to begin within the company. Customers look through the product to what the company as a whole stands for. In a world of increasingly similar products and services, today's main differentiator can very easily be corporate reputation.Much is said about joined up thinking.
The time has now come for joined up B2C relationships that encompass brand development and implementation, company values and how they are lived by employees.…
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