You don’t have a brand; you have a brand experience. Today, consumers are savvier and have more access to information than ever before. Your brand’s experience relies on the sum total of multiple branded touch points: culture, operations, products and services, sales, and marketing communications. In light of this dynamic and integrated experience, the most important question is: who is responsible for shaping the brand experience and ensuring that it is properly delivered?
It takes a strong corporate culture to deliver a consistent brand experience. The brand experience must be championed by the CEO, stewarded by the CMO, and internalized throughout the organization. The brand experience is a shared responsibility, and its ongoing development and management is crucial.
The implementation process must be top-down or inside-out: It starts inside, at the top, and flows down through the organization before it goes out into the marketplace. Your people are the lifeblood of the organization, and the brand experience starts with them. When people are empowered to become brand ambassadors, they connect with customers in more meaningful ways, develop products or services that are more aligned with the brand’s mission, and deliver these services in a more comprehensive and impactful way.