We live in an amazing time with countless product and service choices across nearly every channel. However, like the good people of the world and our neighborhoods many organization are successful, but unhealthy. The good news is that there are solutions to these systemic issues that plague businesses. The most effective being a move back to basics and identifying a brand’s purpose. Brand-centric decision making can be a powerful and profitable tool for determining business, marketing and CSR solutions.
Some problems are more obvious, such as someone severely overweight yet still able to be up on their feet 10 hours a day to the more covert individuals functioning at a high level in spite of dependency on alcohol or drugs.
An enterprise can also operate well under similar conditions, over spending and growing in areas that don’t positively impact the bottom line or spurious decision making and toxic internal dynamics that limit the capacity for growth and profitability.
Sometimes these issues can be resolved by trimming excesses or moving on from specific individuals in decision making roles.
However, it is more often that these issues have arisen due to systemic problems deeply imbedded in the psyche of the organization.
Every enterprise, but particularly unhealthy ones, should on occasion take a step back from the trees of day-to-day operations and take in the forest as a whole. Every brand will drift with time if you are not diligent and a periodic evaluation of one’s brand position will add clarity and energy at every level of operations.
The first critical step once you decide to identify your brand’s purpose is to select a third party, such as Community Limelight, that will challenge and guide the stakeholders through the process of determining the brand and purpose of your organization. Your brand partner’s representatives need to be responsive, thoughtful and ask the difficult but pertinent questions to move the process forward.
Once you have established brand and purpose for your various service or revenue centers you will be able to move onto determining proper messaging and outlets for your marketing, CSR and audit your operations to ensure they are aligned with your new paradigm.
Here is a list of the numerous potential outcomes brand-centric decision making will bring to your organization:
· Increase amount per transaction from engaged customers
· Encourage more frequent purchases
· Build greater customer loyalty
· Additional word-of-mouth promotion
· More engagement from employees
· Ability to capture top talent
· Greater productivity and employee moral
· Better manage risk of actual or perceptual downturns
· Develop long term Brand Advocates from employees, customers and non-customers
Put the power and profitability of Brand-centric decision making to work for your organization and contact Community Limelight at 707-758-4046 or e-mail firstname.lastname@example.org.
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