Brand Alignment is on the menu

Last year we attended the annual Chartered Institute of Marketing conference in London, and were delighted to find that Brand Alignment was on the menu. As part of the conference, the CIM also released its latest study: 'Merging Promise and Experience: The Branded Customer Experience Benchmark'. We were staggered by the urgent need for Brand Alignment that the results highlighted: of the respondents to their survey (over 100 senior market professionals in multi-national companies)…

…69% believed that a strong day to day experience is most crucial in delivering the brand, but only 13% claimed that they delivered a world-class day to day experience.

…only 8% strongly agreed that all of their offers delivered the brand promise consistently.

…only 25% strongly agreed that their employees instinctively act in ways that embody the brand promise.

…only 22% strongly agreed that their internal policies and processes are aligned to the external brand promise.

…only 25% strongly agreed that their leadership team, HR, corporate communications and marketing speak with one voice.

On the one hand, we were delighted to hear that senior management teams were beginning to realise that the day to day customer experience – the delivery of thousands of small gestures – is the most important element in the delivery of 'brand'. On the other, however, we were shocked at the low levels of Brand Alignment amongst these organisations.

It seems to us that these businesses need some help applying the four drivers of Brand Alignment to their businesses:

You can order a copy of the report below but if you'd like to find out a little more about the drivers of Brand Alignment, and how we can help ensure that you deliver a consistently brilliant brand promise, please don't hesitate to get in touch. It's what we do.