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How to Align Your Brand and Improve Business Results, Relationships and Reputation

‘Just as your car runs more smoothly and requires less energy to go faster and farther when the wheels are in perfect alignment, you perform better when your thoughts, feelings, emotions, goals, and values are in balance.’

Brian Tracy – Motivational Speaker and Self-Development Author

Your business also performs better when the thoughts, feelings, goals and values that underpin your brand are in balance. And the way to achieve this balance is to align corporate culture, communications and customer experience.

Culture reflects what an organisation thinks – expressed through its beliefs, values, sense of purpose and traditions.

Communications reflect what an organisation says – expressed through the brand identity, imagery, stories and messages it conveys to the outside world.

Customer experience reflects what an organisation does – expressed through direct delivery of its products and services, and interactions via customer touchpoints and marketing channels.

The below iceberg image illustrates the connection between these three organisational dimensions.

When culture, communications and customer experience are aligned – that is, when organisational beliefs, values and a strong sense of purpose (CULTURE) are embedded within marketing messages and channels (COMMUNICATIONS), and then faithfully delivered upon through the product/service (CUSTOMER EXPERIENCE) – credibility is built from the consistency of thoughts, words and actions. This credibility fosters trust with customers and stakeholders, and drives a positive reputation. 

This alignment of culture, communications and customer experience also creates more cohesive and engaged teams, and whole organisations. This is because the thinking, language and behaviours of employees are based on a shared understanding of vision and values, and desired strategic outcomes. Over time, this consistency improves organisational results, relationships and reputation.

Conversely, when culture, communications and customer experience are out of sync, organisational credibility diminishes, trust is compromised and reputation suffers due to mixed messages, inconsistent interactions across customer touchpoints, less engaged staff and unfulfilled customer expectations in product/service delivery.

If you’d like to find out how you can enhance your business results, relationships and reputation by strategically aligning your company culture, communications and customer experience, click here.

©Ros Weadman 2022

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