Brand promise and behavior are at odds. The brand positioning is well defined but inconsistently delivered across the enterprise. Marketing churns out brand values, but other departments roll their eyes at yet another irrelevant exercise.
The tailormade approach:
Put it all on the table. Challenge both organizational culture and brand positioning. Find the misalignments. Base value propositions on customer needs. Identify incentives to change behavior. This framework will enable branding that impacts buyer behavior.
Internal purpose is the link between culture and brand value. Leadership and management must guide your teams with clear brand strategy for consistent execution at every customer touchpoint.
Purpose drives brand relevance.
Gap between strategy and execution. Strategies are approved but fall apart as departments operate in isolation towards their own purpose. Without KPIs or real accountability, costly processes run at cross purpose. Inevitably, delays and dysfunctions foster sloppy execution and endless meetings.
The tailormade approach:
Instead, unity of purpose can be used to create a new business reality. Recognize departments that share skills and translate strategy into joint action. Leverage KPIs that reflect the purpose behind the mission. People can feel the difference as emotion and sound practices come together. Strategy is a clear and motivating vision – something real the people can believe in.
Purpose unites cross functionality.
Lots of activity, but little progress. To thrive you must grow faster. But you don’t. Initiatives are underway. But results always fall short. Key plans are slow. Resources are spread too thin. A promising vision fades away into routine chaos. This is what stagnation feels like.
The tailormade approach:
To find a focus, you must let less important things go. Clarify your core purpose to declutter the most critical priorities. Then back it up with leadership. Resource the actions that will get the job done. Create accountable teams that align energy and funding with market opportunities. In this, purpose restores focus on faster progress, predictable growth and reliable profitability.
Purpose clarifies priorities.
ERP implementations, data programs or AI initiatives are underway – yet buy-in, usage and velocity of adoption fall short of expectations. People resist, passively or openly.
The tailormade approach:
Instead, let’s integrate digital transformation and change management to take full advantage of technology improvements. By changing the culture, the technology transformation will deliver enduring value for the organization. ‘Make technology your friend’ is finally executed.
Purpose builds buy-in.
Mergers and joint ventures fail to deliver on expectations. On paper, the synergies are clear. But then, reality. The new organization is dogged by rival cultures, unsolved problems and legacy processes. Conflicts emerge. Practices clash. Complexities multiply. Time is lost as people focus inward and lose sight of the marketplace. You are vulnerable.
The tailormade approach:
Instead, let’s create a new foundation. Taking the best of both, we realign for competitiveness and a sense of renewal. Again, purpose can have a unifying effect. This with clear vision, a renewed, united mission and recognition for people who are working together to unlock potential. Make change a new weapon.
Purpose renews 'the why'.
"bfw tailormade turns strategy into impact through targeted communication - engaging both the hearts and minds of our organization"
Andreas Müller"The positioning process distilled our core strengths from within - creating strong customer-focused positioning."
"bfw tailormade quickly understood our complex business, sharpened our strategy, and developed a unifying story."
Sebastian Moritz
