In part 1, we outlined the tendency for organizations to head right to a new website before understanding how they’re unique in the marketplace. We also uncovered what happens with conflicting voices in the organization related to marketing communications, and how those voices can impact clarity, whether they’re spoken or silent.
Now let’s get into the purpose and process of getting aligned…
The Desired Outcome: Getting Internally Aligned
When it comes to multiple stakeholders, coming to agreement around communications in the marketplace can be tricky. In our process, we don’t encourage alignment by way of everyone being an equal decision-maker, but we do recommend that representatives of all groups inside the organization are given a chance to be heard, in some form or another.
The purpose of this method is to capture all the perspectives and give voice to the differences so that in the end, people have had a chance to express and there’s no internal fracturing of the group’s shared brand intentions. As a result of a more interactive approach to brand strategy, organizations can develop a culture of clear and aligned expression. In such a culture, the people inside the organization are the main stakeholders for their marketing message and efforts—able to sense when things are on the right track and when the essence of the brand is not being honored—rather than always needing to farm that awareness out to a contractor. Read More