For as long as I can remember, which is far too many years, brands have been considered as long term intangible assets.
In the new era of branding allows us to think differently and challenge this assumption. Why can’t brands drive long and short term value for the business?
We are seeing some very interesting results when we use the brand vision to drive improvement and change programmes to produce customer experiences that actually deliver efficiency and satisfaction. The great thing is that it isn’t brain surgery.
Take the example a client of ours who we are helping to align their retail customer journey to a new brand vision. They have a specific issue about in store customer complaints and the impact handling these has on the customer relationship. Their current process requires any complaint in store to be referred to head office for a decision. This creates huge frustration for both the customer and staff with the result that too many customers are taking their business elsewhere. The values in the new brand vision (in this instance Good Company and Real Value) demanded that this process should change to enable greater responsibility at store level to deal with minor complaints. The brand driven improvement indicates a saving of over £450,000 per annum and great increases in customer satisfaction, adding real immediate value to the brand and the business.
I am sure you will have similar examples just waiting for treatment.
Using the brand vision to drive improvement can add real benefit to customers and satisfaction rather than the historic focus of pure cost saving process on improvement. Guess what, your people will get much more inspired with it too!
The added benefit is that we have to look in new places and apply new skills and capabilities in order to take the brand into the operations and process aspects of the business thereby helping everyone see we are all brand builders.
It not internal communications more internal doing and delivery, again the difference between talking about it and doing it. Guess which one gets the best results for the team?