Many companies put the cart before the horse when they develop and deploy sales and marketing initiatives without a strategic vision. Sales and marketing efforts not based on a well-defined marketing vision can present a disjointed, unprofessional and ineffective branding message.

For marketing efforts to be successful, a comprehensive strategy needs to be developed which involves defining a corporate voice that aligns with the corporate culture. This is what we call the “Brand Story.” A Brand Story is a short paragraph that identifies and articulates the true essence of a company’s culture. Many times, it’s necessary to do some internal and external “soul searching” to define who you really are. Surveying your employees, your channel sales and end-users is a good place to start. Also, taking a look at the competitive landscape helps find that “sweet spot” where your company’s brand can live and resonate. Ultimately, the Brand Story needs to reflect your company culture. It can be somewhat aspirational, but ultimately you and your employees will need to live the brand so it needs to be realistic and attainable.

Brand Alignment occurs once you’ve defined the Brand Story and have made substantive changes to reflect the brand in everything your company does from the first interaction with potential customers, all the way through product or service delivery. When your company’s brand is viewed holistically, then employees, vendors, channel sales and customers all receive the same message and the same experience when interacting with your organization. Defining and living a consistent brand throughout the entire business ecosystem allows for more efficient decision making and streamlined processes because you’re now able to vet your business decisions against the Brand Story. Do we ever achieve that state of Nirvana where everything aligns perfectly? Probably not. However, taking the time to develop and live a Brand Story that truly reflects the unique and special qualities of your organization is a huge step forward and will pay dividends as your company continues to market your products and services.