Business leaders listen up. Tough times call for tough love and your organization needs that tough love now more than ever. If you have tightened your belt, frozen spending or even (gasp) cut marketing entirely, that may not be the best strategy to get you through. Focusing on your organization’s brand promise and delivering on that promise in every internal and external interaction people have with your company should be at the top of your list.
One book that helps link the benefits of aligning business and brand strategies is Building the Brand Driven Business by Davis and Dunn. The authors detail the importance of brand and offer key steps to build a brand to drive long-term growth. Companies must live their brand and the CEO leads the charge. Internally, every operational area must commit to the brand and align business and department strategies with the brand. Employees must embrace the brand so they understand how their day-to-day role fits in to the bigger picture, helping them become brand ambassadors. And, externally the brand must be delivered consistently through all customer experiences. Brand consistency – a brand that truly delivers – builds brand evangelists.
This book is a practical overview that will help business leaders and marketing professionals communicate on common ground for brand development that fosters business growth.