One of the most exciting facets of working with brands is the fact that
you are dealing with something extremely intangible - highly dependent on the
actions of a great number of different actors. Strategists seek to mould the
brand to claim a certain market position, but it is commonly known that
external actors like consumers are the ones who determine the meaning, and
ultimately the power of the brand. But there is another part of the equation
that in my experience is often forgotten…
Being the marketing nerd that I am, I
often find myself in situations where I end up wondering “do you even care
about the fact that you a putting your brand in an extremely bad light, acting
as you do”. The answer is most likely “no”. And I think the reason is one of
two things. Either, to little emphasis have been placed on the importance of
managing the corporate brand identity and insuring its consistency, or too
little effort have been put into translating the overall strategy into concrete
actions for the employees – they simply don’t know how to act according to the
brand and business strategy.
For instance a few days ago when I was driving on the highway – keeping a reasonable pace - a van rushed
up from behind and began to pressure me, and continued to do so for a while.
Now this may not sound like the most exiting story, and most of you who on a
daily basis drive on the highway will probably be thinking – “happens all the
time, what’s your point?”
The thing that caught my attention, when
looking in the rear view mirror, was that not only did I see an annoying van
trying to get past me - I also saw a huge company logo, the brand of a Danish moving
company. In my consciousness, the van became a embodiment of the brand - a
brand that now annoyed me, and I could not help thinking “if I where about to
move, I would most certainly not choose that company!”
You see my academic upbringing within the
field of communication strongly preach that a business’ success is highly
dependent on the ability to align the internal and external communication
efforts. A company must act consistent to their overall strategic platform in
each and every consumer touch point. Now I hardly believe that the moving
company’s management had strategized that their company should present
themselves as “annoying” attempting to push other people of the road. Never the
less – that little experience influences my perception of the brand and
company.
The song I am attempting to sing is
certainly not new, but in some cases I believe the words have become muddy and
only the melody is vaguely remembered. My point being, the power of the brand may
lie in the minds of the consumers, but the employee’s play a great part in
bringing the brand to life.
It is not that I am saying that it is a task easily
undertaken, but in my opinion there is much value to be gained from allowing integrated
communication to be a greater deal of the strategic platform, and from helping
the employees to understand exactly how they can contribute to bringing the
brand to life – exactly as the strategist intended. I for one will continue to
sing this song, and applaud business’ that take up the challenge, as I strongly
believe, the hard work will pay of in the end.
