We live in a world, where people make their buying decisions based on an alignment of their personal values with the ones of a brand. In order to do so, they need information. Something, that gives them a good feeling about the buying decision they are going to make. And buying decision could be anything: buying laundry detergent, a fridge, making an investment, or deciding to work with or even for a company.
But what if there is no information there? Is this even possible? Most likely, it is not. By being part of an economy companies automatically engage and interact – with competitors, customers, their environment, and the public. This interaction leaves something behind. It comes with a certain attitude and tone, a specific way of designing products, saying and doing things, just because the people that work for this company bring their own personality and by this give the appearance of a company a certain direction. This is how its brand evolves.
Although this mechanism is on the one hand very interesting and on the other hand economically extremely relevant, not all companies give it a lot of attention yet. In my personal experience, many still focus on their sales activities rather than building the fundament for a distinguishable brand which allows further growth and strives for uniqueness. But in a digital world the necessity of positioning oneself and making the own USP obvious, is clear: Because the first touchpoint between a company and its target groups is online – whether they are potential customers or potential employees.
What does this mean for companies and their brand management? First of all: They need one. Leaving brand evolution to fortuity could not be in the sense of any person in charge for the successful development of their organization in the 21st century. It means, they have to actively design and develop what their company stands for, what its values are and whom they want to address. Only by this they can make sure they give people even the chance to align their values and experience a fit.
To build a brand, organizations need to plan and develop a communication strategy as well as the brand and the user experience. These three components are key when creating a recognizable and unique brand personality. It allows companies to holistically manage their brand in the real and in the virtual world.
One benefit of having actively developed a brand personality is that it also enables all protagonists within the company to align with it and if necessary, adapt their behavior according to the brand requirements. Even leadership is brand-specific and has a great impact on how authentic the brand appears from the outside as employees are an important touchpoint and face to the customer.
Companies can only benefit from brand clarity and a holistic occurrence. By having a clear positioning and knowing of their own values, they can address all target groups with much more focus, efficiency, and attention and can make sure they deliver the best possible brand experience to every single one of them.