As a business solution provider what best a Executives Forum could offer you make a real connections. Most of the business problems occur due to improper decisions related to outsourcing, selecting the wrong vendor or carrying out delivery tasks without sufficient resources.
Recently a report on global B2C marketing automation company details the company’s burgeoning impact on the digital marketing industry. The report leverages on cloud services for all its marketing, focuses on the company’s core artificial intelligence (AI) and machine learning capabilities, and firmly plants the company as a promising mid-market suite that reduces silos across the enterprise.
What better a place could be than Executives Forum facilitated by Top5Optimizers to learn from all of this in one place.
A company’s strategy is the game plan business owners and management use to position their organization in its chosen market area, to compete successfully, satisfy customers, and achieve good business performance.
Business leaders at Top5Optimizers Sme Supply Chain pay attention to the developments in the world because they are intertwined with market forces that affect consumers and demand. They have to adapt their business strategy to a constantly shifting environment. Thus, learning from Executives Forum makes it easy to learn and benefit in many ways.
What is it that makes some brands connect so well with their audiences? We could learn something about building brands for organizations by also asking, What is it that makes some people connect so well with other people? In many ways, organizations are like individuals. Each has its own specific "fingerprint" -- strengths, character, and personality -- that makes it unique and recognizable. It's how we get to know our friends and understand what it is about them that we like. In a world where no one has time to carefully weigh all available brand options, this fingerprint acts as shorthand to help us sort through the maze, a very real point of value at a time when it is increasingly difficult to tell one product or service from another. When an organization's brand fingerprint is clearly defined and articulated so that customers, shareholders, distributors, employees, and partners consistently feel they "know" the organization and know what to expect from it, magic happens.
This is when high emotional engagement occurs. This is when "raving fans" and customer loyalty are created. This is when organizations gain sustainable competitive advantage. Discovering and communicating this brand fingerprint helps organizations bring strategic focus to the power of their brand -- giving brands a meaningful and recognizable shorthand that helps cut through the noise and clutter to connect with people.
Brand fingerprint process
Following a process to help uncover the organization's brand fingerprint will ensure that the intangible attributes assigned to the brand -- assets like integrity and innovation -- are translated into a visual, tangible representation to which audiences can relate. The process has two phases, strategy and visual translation. It works like this:
Phase I. Strategy
Step 1. Finding your brand values, character, and personality
Step 2. Understanding the competitive landscape
Step 3. Determining your position in the marketplace
Step 4. Developing your value proposition
Phase II. Visual Translation
Step 1. Developing the brand mood
Step 2. Determining the key brand elements
Step 3. Developing the brand roadmap
Phase I. Strategy
The strategy phase can be compared to traditional methods of brand development and is based on core values. The difference here is that the exercises used in the facilitated sessions with company decision makers are designed not only to uncover brand values and attributes, but to gather information in a way that it will be useful for development of the visual translation of the brand. Pairing the creative team with decision makers at the very beginning of brand strategy development is essential in gathering input that will be critical to visual translation.
This is important since experts say that 80% of what we learn comes to us visually, and customers will most likely see brands long before they understand the strategy. There are many benefits of considering how the brand will be communicated visually at the strategy stage. Some of these benefits include: - translation of intangible company assets and attributes into tangible representations that truly reflect the company's core values - avoidance of possible disconnects when logos, websites, and print materials are developed - development of marketing materials that really communicate key messages - deeper understanding and long-term recall of brand messages by customer audiences - consistency of brand messages over time
Phase II: Visual Translation
The visual translation phase takes all of the information gathered in the strategy phase and translates it into a visual form that people can see and relate to -- the visible brand fingerprint. A clear and accurate brand fingerprint can communicate assets like integrity, zero defects, and innovation and make them palpable. Visible. Understandable. Audiences will know at a glance "who" the organization is, what it is saying to them, and why they should buy, react, or be moved. And it will be real, it will be authentic, and it will stand the test of time -- because what people see represents the synthesis of the brand strategy.
The benefits of developing the visual components of the brand directly from strategy exercises include:
- a brand mood that will communicate to customers on an emotional level, because the design is based on authentic aspects of the brand's character and personality - because the mood is a direct translation of strategy jointly developed by company decision makers and creative team, there are no unpleasant surprises at the design stage - the main visual components of the brand will look and feel "real" and will become the pillars upon which other marketing materials will be built - there will be no need for new themes, visual approaches, or deviations from the established visual translation. Brand equity builds with consistency. This is a cost-effective benefit.
Being true to the organization's authentic brand is how trust, loyalty, and sustainable relationships are developed between the organization and its audiences. Great graphics and cool animation aren't effective if they don't accurately communicate the company's character or brand. Something's amiss if the organization is not clear and consistent about how it is presenting itself in front of its publics. If the organization's brand and its image are not aligned, "brand schizophrenia" occurs, which significantly affects the quality of the relationship and level of trust with valued audiences, including customers and employees. Both lose trust in companies when they don't know what to expect. With brand strategy and visuals clearly articulated in a unique brand "fingerprint," organizations can make a real connection with their audiences. Once established, this connection enables them to communicate compelling value, promote long-term recall of brand messages, and foster the trust, loyalty, and emotional attachment that sustain relationships.
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Do you ever think of selling your company one day?
Even if you don't believe you would ever sell your business, brand consistency, promise, experience and image are vital to the success of your company. I've heard it many times from small business owners that they can't make a significant investment in branding because of lack of funds. I've also heard entrepreneurs say that they don't see the point; it's not like they're a global company like Nike. Still, others believe that by creating a distinct brand strategy, promise and experience, it may limit opportunities to make money from a broader audience.
If you're an entrepreneur that thinks that way, I ask you to reconsider. The branding of your company, even if you've been in operation for a week, is vital to your success.
Early Days of McDonald's
Have you ever seen McDonald's with a purple logo or anything other the golden arches? When you walk into a McDonald's anywhere in the world, you know what you're getting, and if you patronize those restaurants, that is precisely the reason why you do it.
Ray Kroc, who was a 54-year-old salesman and still looking for an opportunity that would inspire him came to learn about the restaurant of Dick and Mac McDonald who had developed a process for the food that delivered it to the customer within 30 seconds. This was a huge deal and the beginning of the fast food industry. However, when they just started working together, they were missing a broader vision and brand strategy.
Early McDonald's Mistake
It was Kroc who envisioned the opportunity to create a food company that was wholly American. In partnership with the McDonald brothers, he started operating out of the Midwest and the brothers in California. At first, Kroc created a franchise model to expand the company and grow it to scale quickly across the U.S., but he made a mistake--it lacked the high-quality and overall consistency regarding the entire operation and systems that the McDonald brothers had developed in California.
Once Kroc and the McDonald brothers were able to bring control and consistency on the whole of the operation, from the brand promise, experience, image, to the services, activities, and services, it was only then that the McDonald restaurants started to develop. What Kroc ultimately brought to the McDonald's picture is that consistent strategy across all of the franchises. That is why you have never seen a McDonald brand image be anything other than the golden arches. With McDonald's, what you see is what you get.
When the entire operation of McDonald's was consistent across the board, and a customer in California received the same service and experience as another customer in the Midwest, it was only then that the McDonald's brand started to get traction.
Benefits of Brand Consistency
When your business is consistent with the brand promise, experience and image of your company, in its entirety, your target audience and customers understand:
- They are going to benefit from your business because they know--clearly--the value that your company offers them through your products and services.
- Your customers will know what to expect from a brand that is consistent; it's not a guessing game, which will mean they will put their money down because they understand the offering.
- Customers, especially in the digital age with social media sharing and comments, will be able to communicate your brand (it's promise, experience, and image) because you are consistent in presenting yourself.
- When customers understand your brand promise, image and experience, they are willing to pay for the value of what your products or services offer them.
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