The Leading Brand Strategy Agency Dedicated to Building B2B Brands

Rome was not built in a day, nor are brands

Andrea Fabbri

Brand building takes time. It can be an intense and, at times, dramatic process geared towards creating enduring business value through sustained customer preference.  

At the heart of a brand building process is a brand experience built on the interactions between a company and its customers. It shapes the expectations and associations, and affirms value with each interaction customers have with the company.

There is immense economic power in this notion of a brand, yet several obstacles can stand in its way. One of the most common is a company’s failure to build the brand experience in a truly integrated manner. 

Usually, once a brand strategy is approved, a CMO begins to weave resources and plans from multiple functional areas into a cohesive master plan that builds the brand experience. Typical obstacles such as organizational rigidity and silos, conflicting priorities, skill adequacy, resource constraints and the eternal political undercurrents conspire with the ongoing business pressures to produce sub-optimal compromises.

The result is a brand experience that doesn’t fully support the carefully thought-through brand strategy designed to deliver critical business objectives. The outcome is analogous to the one produced by the geological fault lines that separate the continental plates: when a brand experience doesn’t align with the brand strategy, the friction caused can have dire consequences.

At BrandingBusiness, we anticipate this by embedding a simple, yet critical step in the brand strategy development process: the strategic brand roadmap. The roadmap enables a company to ensure the brand strategy is coordinated across all internal and external areas that affect the customer experience and the delivery of a brand strategy.

Utilizing the insights and the knowledge acquired through the brand strategy development process, we develop a point-of-view and a preliminary plan based on all the points of contact, or touchpoints as they are sometimes called, that are necessary to build a holistic brand experience.  

We present to and discuss the roadmap with the executive team in a workshop format and fine tune and finalize the goals and measurement systems over the following weeks. On completion, the CMO can then begin to execute immediately and build the brand experience, confident of executive team support and clear priorities with assigned resources.

The strategic brand roadmap delivers several benefits:

  • It creates internal alignment among executive teams and across key areas of the company
  • It eliminates (or at least greatly tempers) internal obstacles
  • It helps prioritize areas of action and investments necessary to transform a brand strategy into an engaging reality that serves the business needs in a cohesive format
  • It empowers the CMO to build a brand experience designed for maximum performance
  • It gives the CEO a great management tool, and keeps executives accountable and engaged

Achieving alignment between brand and business strategy with a strategic brand roadmap is a crucial starting point and the first step towards building an economically powerful brand and customer experience.

Comments

  • thomasmiller1880 said:
    May 12, 2016 12:30 AM
    Thank you so much for posting this nice post, I have gone through this article and i have learned so much from this. I would like to add another perspective as detailed "Branding and Advertising includes concepts of product branding, consumer behavior, marketing communication, and public relations. Branding is the process of creating a distinct image of a product or range of products in the customer's mind. This image communicates the promise of value the customer will receive from the product or products. Branding should remain consistent across all channels of customer communications." U could also go through this site and gather some information about the marketing research http://goo.gl/JINLb9
  • Haley said:
    May 10, 2016 2:28 PM
    It is so important to map out where you want your brand to go. What good information.