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Here are some questions
we encourage you to ask to help identify and build brand
alignment in your organization:
Is there a clear and long-lasting foundation or core to your brand or is it a changing “marketing” driven initiative that only speaks to your customers?
Are the core values of your organization used as a yardstick for thought and action? And are they reflected in the way you present your brand?
Do have any hiring procedures in
place (beyond interview questions) to determine if a prospect
will be a "right fit" within the culture of the organization?
Do your internal operating procedures support the way your present yourself to your customers or vice versa?
Does your organization communicate consistently across all aspects of the business and outside to your marketplace?
When choosing a new course of action
do you have a strong “timeless” core purpose to
relate to or are you driven by the whims of the marketplace
and opportunity?
Does your business or department do things because they've always been done that way?
If you were to compare aspects of ALL your marketing programs how many different companies would you see?
Did your last “brand” rework
impact any internal processes or perspectives beyond the sales
and marketing departments?
When was the last
time you randomly asked 10 employees what your organization
stood
for - what do you think they would say?
Does your organization eat it’s
own “dog food” – do
you use your own products or take your own advice where you
can?
Can
you think of 2 places in your organization where what you
do is out of alignment with what you say? How would you change
them so they aren’t?
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