Ray Baird is President of RiechesBaird

Why are many brands unintentionally hijacked by their own people and strategies?

There have been many papers and books written on the importance of brand alignment, employee engagement, brand adoption, call it what you may. So, why do so many companies still suffer from poor employee morale, low retention, misalignment, performance fatigue and the inability to make good on their brand promise?

To answer the question, all you need to do is look at the typical business eco-system – its structure, interactions, systems  and most importantly its accountability and philosophy.  For the most part, business in America is built in a departmental fashion, and the larger the company becomes, the more susceptible it is to falling into a “Silo” mentality. Obviously the “Silo” effect works against the principle of being aligned, collaborative and fully informed. When the right hand doesn’t know what the left hand is doing, they are left to their own interpretation and often work against the brand’s best intentions.

Structure is the next problem.  The biggest problem here is, who is really in charge of pulling the entire picture together and reporting on its effectiveness. HR deals with internal issues, marketing controls brand, operations tries to deliver the goods and sales.  So the problem is not only that “Silos” are not conducive to collaboration,  but  that structures typically are not built to orchestrate a bigger picture mentality and understanding of the customer experience, the internal experience and how it’s being perceived and delivered.

In addition, companies often fail to develop well thought out interactive/collaborative processes to foster “informative decision making” internally and externally. Yes, most companies have some loosely defined collaborative meeting structure but most don’t monitor the internal brand working relationship to the external delivery. Again, people and departments are left to make decisions without confirmation of alignment to the overall strategies.

One of the biggest disconnects we often experience is the division and disconnect of Marketing and HR. So often these departments work on their own strategies without coming together to fully agree and embrace how the communication content is generated and distributed. We find that successful companies and brands that  co-develop strategies and shared systems experience greater unity and brand performance.

So, if you’re looking to  increase the morale of your organization, improve retention, or better deliver on your customer experience and brand, here’s a few things to think about:

1. Have a holistic view. Don’t develop brand strategies as it relates to your brand experience strictly in a departmental fashion. Bring department leaders together to truly understand the internal/external workings of the brand. Develop a brand council comprised of your department leaders, to guide, instruct and monitor the internal and external brand experience.

2. Say NO to “Silos”. If this is an issue, break it down now, it will only get worse. Especially make sure Marketing and HR are collaborating in strategy and the development of monitoring metrics (and don’t leave out operations).

3. Continual innovative communication. I know it sounds obvious but people need to hear strategy over and over to get it. You must reinforce the importance of the organization to nurture and foster brilliant internal communication and to have external proof that the brand is performing to its intended standards.

If you follow these simple rules, you’ll reduce the chances of your brand being hijacked by its own people. But that’s my opinion, what’s yours?

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Tags: B2B, b2b marketing, B2B technology brands, brand, brand alignment, brand architecture, brand assessment, Brand Hijacking, brand promise, customer experience, employee engagement, employee morale, linkedin, technology, technology branding

This entry was posted on Monday, March 8th, 2010 at 1:01 pm and is filed under KEYNOTE. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.