Every brand should be searching for ways to ensure that its desired strategy is tangibly delivered.
Whilst the communication aspects of a brand may require a lot of attention, not to mention budget, the way the brand behaves, tangibly, will have much more effect and value. Think about it: do we like a brand because of its logo and advertising, or because of the products and services it actually delivers?
A common error in any brand programme is to over-emphasise the importance of identity and communication at the expense of behaviours and business reality. Sometimes there’s a hope that if we make the brand’s intentions clear externally, the organisation and our people will follow – but really? A new box of business cards is never going to be as powerful as understanding why, and most importantly, how we need to change our working practices.
Marketing is too often constrained by its perceived domain, but any serious marketer needs to recognise their role in getting the whole organisation involved and engaged in delivering the brand. These days, collaboration is key to effective marketing, but it can be a real challenge if marketing doesn’t have the right relationships or is ‘boxed-in’ by its perceived domain.
I worked in branding for over 20 years, so I’ve seen this many times. In my opinion, Chemistry’s What Great Looks Like™ should be a pre-requisite for any branding programme that is serious about success.
What Great Looks Like™ profiles an organisation’s people based on their Intellect, Values, Motivations, Behaviours and Experience. This builds an accurate and robust picture of the ‘most successful’ person, but importantly, by also revealing their behaviours, it allows us to see what the best people do in order to achieve best performance.
For any branding process, this is metaphorical gold. What Great Looks Like™ is not about aspirations or ambitions that are unattainable, but it’s about a rigorous understanding of the core behaviours that our best performers already exhibit. These are the behaviours that drive business value and must be recognised for their strategic role and potential.
These behaviours are already inside the business, so they’re credible and genuine.
They are the moments we ‘over-perform’, so they are stretching and valued.
They are moments in which our offer or services are stand-out, so they are differentiated.
They are moments that build value, so they are relevant to our customers.
Most importantly, they are moments that people can deliver when the business is operating at its best, so they can be replicated.
Marketing needs to recognise these moments as their elixir. Businesses need to make their own What Great Looks Like™ addictive if their brands are to fulfil their potential.