Brand Cultures Deliver the Promise

How safe is your brand – with your people?
Customer loyalty and profits depend on consistent customer experience.  “Bringing just 5% more of your customers into the loyalty or commitment levels would lead to an average 25% to 100% increase in profit per customer.”1

A compelling and unique message is not enough. The value of your brand must be delivered consistently by every employee in your company, -- reputations take long to build and can be destroyed in one moment.

The key to aligning the message with the brand experience is in your company’s organizational culture.  The Human Capital Index study conducted annually by Watson Wyatt, found that companies with high employee commitment versus low employee commitment had 26% higher three-year total returns to shareholders.2   Externally directed slogans for employee ‘buy-in’ of the brand vision cannot overcome silos and cross-department disconnects.  To commit your employees and mobilize their talents and collaboration, the brand must matter to them personally – they must be able to align it with their core values.  Only then can they walk the talk and live the brand to consistently deliver the brand promise.  

Brand Culture Integration Resource from CHANGEase Inc. can help you assess where your brand may be at risk by determining the brand readiness of your employees, and help you facilitate a Brand Culture unique to your company.      

Brand Culture:  An integrated brand works for everyone
Research shows clearly that engaged employees create satisfied customers, and customer loyalty drives profit for stockholders – and benefits all stakeholders.3  An integrated brand penetrates deeper than product quality and customer service -- it involves every part of the company, including non-customer touch points.  A Brand Culture saves time and bottlenecks by having a common language and clear communication between all departments – Marketing, Sales, Public Relations, and Human Resources. 

How do you engage your employees?  By living the brand from inside out, aligning your brand with your employees’ search for meaning, identity and purpose, -- values integrated into the service of every employee action, the product of every employee interaction, and the rationale for every business decision.

CHANGEase’s Brand Culture Integration Resource

Assessment survey

Brand Culture Integration consulting services

1  Frederick F. Reichheld, “The Loyalty Effect” (2001)
2  “Brand Driven” by F. Joseph LePla, Susan V. Davis and Lynn M. Parker, Kogan Page, London (2003)
3  E.g. The Northwestern University Study (Forum for People Performance Management and Measurement), Evanston, IL (2004)