Whether or not you’ve made significant key changes to your brand strategy in the new year, determining the state of your operational plan to deliver on the brand is a must annually. Your brand makes a promise to all stakeholders. Whether they are inside or outside of the organization, and is deemed worthless if you’re not delivering on it.
Inside your organization, there are new hires and many of the old guard who need to understand and be reminded of the promise being made to your customers. It requires constant refinement and reinforcement to ensure that each of your staff members knows what’s expected of them and how they deliver on the promise every day. Don’t let the passion die on the vine; conduct an audit of communications strategies and tactics that can be refreshed and used internally to keep the enthusiasm for the brand alive. And since the brand also makes a promise to your workforce, take a closer look at what the organization is doing (or not) to deliver to those you depend on and who depend on you.
Outside your organization, the brand promise is a hit or miss on every engagement. From app and website navigation to patient visits and facility usage, this is where the “rubber hits the road.” Conducting an operational journey map through the lens of your customers will help identify where the brand is connecting. Most importantly, where there are gaps. If your brand includes multiple points of entry and programs, this analysis is imperative to assess how the brand delivers at every level. Brand areas to address are the uniformity and consistency of look, feel, communications, and service delivery based on your brand persona.
Providing operational support for your brand promise is key to delivering on it to internal constituents and customers alike. A key shift in brand strategy should not be made every year as it can become transient and inefficient. However, shifts based on new opportunities, operational performance, and connectivity require bringing the brand closer in line with your audience’s expectations and aspirations.
To discuss how Springboard can help your brand achieve its goals, contact us at mike@springboardbrand.com.