The New Science of Radical Innovation by Sunnie Giles

Author:Sunnie Giles [Giles, Sunnie]
Language: eng
Format: epub
ISBN: 9781946885234
Publisher: BenBella Books, Inc.

HOW ACTIVATING A CORPORATE BRAND PROVIDES CONSTRAINTS NECESSARY FOR UNITY AND CREATIVITY

While corporate vision and strategies provide answers to “what” and values provide a big picture perspective of “how,” a corporate brand provides the “how” of a perfect platform for a CEO to galvanize an entire organization with specific boundaries and unified direction. Leaders must first clearly define (or communicate internally, if there’s already a clear definition) what the brand stands for, and correlate the brand values to corporate values. They must set clear expectations about what is on-brand and off-brand.

Quantum Leaders often reiterate team and company goals, strategies, and brand promise so the team is clear on the direction they need to go. They use the brand promise as a rallying cry, a common goal for everyone to march toward, a glue that connects everyone in the organization. They translate company goals, strategies, and brand promise in practical terms to help their teams in day-to-day decision-making. Most important—and this is where the majority of companies fail—the customer must experience the brand consistently across geography, over time, and spanning the entire customer-experience spectrum at every touch point. When what customers experience is consistent with the brand promise communicated in the form of advertising and marketing, the customer experiences the brand as authentic and feels safe engaging with it. If you are an airline company and your brand promise is “fun,” every aspect of your company must consistently communicate fun in all touch points and internal departments. The customer experience from this culture is fundamentally different than a company that just plays a funny safety video when the rest of the organization is not consistent with this promise—it feels inauthentic, hence unsafe to do business with. Everyone in the organization must live and breathe the brand promise, or it never becomes clear enough to be translated into a salient, consistent brand experience.

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