How Branding Works?
In blog brand management-1, I explained what is the customer journey, the 3E’s model. And it is from functional and cost-effective “Efficiency”, to a quality standard/perspective “Effectiveness’ ‘, to customer journey “Experience’ ‘. And the customer journey is the most important one.
From something that sales and marketing does which was really about designing and communicating the brand Promise to something the rest of the organisation operations and the rest of the organisation, deliver on. And, the back side of the organisation is managed and coached by HR and it’s actually about delivering the brand promise through the whole organisation from back side management to frontline people. By 4P’s but not the actual real 4P’s the People, People, People, and People four P’s. Here is called the 3B’s model, by (Professor Nader Tavassoli, London Business School
And, building up a strong alignment across Business “process”, Brand, Behaviour “people”. Strategically, process “Business” plus brand “Brand” Plus people “Behaviour” leads to customers and the alignment between 3B’s leads to finance the profit of an organisation in B2B or B2C.
To align Business and Brand we need to understand what the business and brand purpose/promise is? “the brand purpose can be identified from the organisation slogan” and “the business purpose is within the business model “missions, visions and goals”. Brand purpose meaning to go from the old concept of brand positioning but also internally to think about the organisation relies on troops. And by aligning, meaning the process and the performance should be aligned with the business promise/purpose and aligning the business process with brand promise/purpose.
Now to think about aligning the “Behaviour” sometimes brands don’t know what they are selling and to get to the core purpose of the brand, understanding the core driver of the customers behaviour is a must. So those organisations that don’t know their brand core purpose means their processes, brands and their people are not aligned. So, “Behaviour” people of the organisations need to be guided to understand what the core purpose is and it is the HR responsibility to make sure their employees have enough information about their brand and business purpose.
So, if the Behaviour is not aligned with Business and Brand purpose, means that the people of the organisation don’t know the core purpose which indicates the HR strategies, processes, and practices are not functioning properly. Why is it very fundamentally important? Because by going back to the 3E’s model the Experience, customers journey stands out which is directly “through employees’ behaviour at frontline and back side” and indirectly “through the products and services” linked to customer satisfaction. So more satisfied customers leads to loyalty and loyalty leads to more sales to more profit at the end of the day.
Please note, Customers can be the consumers, employees, stakeholders in marketing, branding and finance.Its to explain more in narrow that customer satisfaction is built by customer journey “Experience” minus customer expectation.
In the next blog I will talk about the organisational culture and, why culture within an organisation is very important?
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