When we first started using the term brand alignment nearly a decade ago, it was a term that barely raised a blip on the radar of business or even of other brand practitioners – how things have changed! A Google search of the term pulls up around 10,000 hits. So what is brand alignment and why should you care about it?
Brand alignment is the practice of brining together what you believe with what your actions show – across your WHOLE organization. This is not just an exercise in consistent communications. It is a deep philosophy of delivering your promise and doing what you say you are going to do. It is not just a consideration for your customers or market place. It is something that can impact everything and everyone from the mailroom to the office of the CEO.
So don’t settle for some weak facsimile of the idea that only asks you to consider the impact from a marketing standpoint. This is a ideal that packs a punch and can transform the way your organization things and acts. Are you ready to take it on?
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