Our approach to internal brand building involves combining strategic foresight with consultancy services, helping our clients assess internal brand alignment with their vision to develop integrated internal initiatives that support the brand.

The planned actions will move your employees through stages of brand vision and value awareness, to acceptance and support of the vision and brand promise and finally recommendations for sustaining brand commitment.

Every organisation must be internally aligned to deliver the brand promise by means of culture, structure, reward system and operations. The Brand Architects have identified four factors that are of high importance in aligning the organisation with the brand.

Factor 1: Senior Management Leadership

Senior management must drive internal brand alignment with visible leadership and behaviour that demonstrate the strategic importance of commitment to brand goals and values. Through communication, engaging in actions that match the proposed initiatives, senior managers can convey the seriousness of keeping the brand promise from top-level downwards.

Factor 2: Aligning business with brand strategy

Customer loyalty and commitment is key to success in today's competitive environment. Brand strategies need to be relevant, have a differentiated proposition and own values that are credible and believable. This is only achievable by ensuring consistency in service quality with what your brand promises.

New employees need to be educated about the brand's values, promise and vision as soon as they are recruited; customer expectations need to be supported at every point of brand interaction.

More importantly organisations that have attained growth through merger, acquisition or consolidation need to ensure that company values are similar, or be faced with issues such as fragmented messages perceived by the customer that dilute the brand, in the long-term affecting your brand equity.

Factor 3: Accountability

Team leaders, or middle managers are key to delivering the brand promise. Their role is to facilitate brand alignment by combining their teams with operational strategies for brand building and keeping the focus on customer expectations. This will often result in a change in process, reward schemes, training, management style that are equally as important as just communications.

Factor 4: Ongoing feedback & measurement