Branding for enterprises is a lot of things not thought about as branding. Such as Customer Experience, Context Innovation, IPO and M & A, new leadership intentions formulated, including a refreshed positioning, and activated internally as employer branding, The two first: Customer Experience and Context Innovation are described under Approach. The three later forms of branding, very relevant for enterprises are described more detailed below:
How to lead a modern company? Information is leaking out. Total transparency. No control over the information-flow and the business secrets. People in the organisation communicates about everything directly with people on the outside. And people in the organisation wants more than just a workplace. Many have personal ambitions, most want influence, job satisfaction and personal development while working. Leading is not longer about industrial style commanding. It’s all about having a vision, getting people motivated and involved. The industrial leadership models has to be replaced. Having a tribal perspective, rather than a military one. To turn a group of people into a tribe it takes two things: a shared interest and a way to communicate. You do it by using culture and branding as a leadership tool. Branding when going deep is sparking the power and motivation of people inside a company. The brand strategy becomes the manifest of the company culture and the shared interest, and the CEO becomes the chief of the tribe. If the brand strategy is done well, involving people all the way from strategy to action, a strong brand-driven culture will lead to an increased user experience among your customers. And the Tribal Brand Leadership becomes a very good way to make more money and create more value.
M & A
The classical mistake in M & A is to purely look at the financial scenario. That is usually the easiest part. But almost always a M & A successfully fulfilling all it’s predicted financial synergies is built on a good brand & culture merge. If people in the merging businesses continues to talk about “we” and “they” after the merger then you can be sure of not fulfilling the financial purpose of the merger. In an M & A situation you need a sub-team doing the analysis, and preparations of the merger from a cultural point of view, you need to consult people with a long and diversified experience of branding.When the deal is done you have to immediately start with the involvement of the key people. Together creating a new brand for the new merged entity. Maybe the name could be one of the existing, but the brand has to be perceived as a new made by key people from both sides. And the of course this mututal involvement in the merged company has to echo down in the organisations of both companies. That’s the internal side. Then it’s customers, usually classically forgotten. If you do a clever and preemptive brand-driven merger program for customers they will understand and appreciate, if not, your merge will become just a pathetic paper-dragon.
Culture is important. So we all feel. Especially when we see some of the most succesful companies in the world being as it seems nothing much more than one very strong culture. But how to create culture, can it be created at all? Actually, branding is culture…and branding can be created.Branding is when identity is going a deep and becoming more profound, sparking the power and motivation of people inside a company. When the brand philosophy and ideas are becoming the manifest of the company culture. If the brand strategy is well done, involving people all the way, from strategy to action a strong brand-driven culture will lead to an increased user experience among your customers. And this is a very good way to make more money and create more value. A branding activity almost always has an very positive effect on the sales (expect +10-15%) and the value of the company (expect +10-20%) and usually the result is improved because of more efficiency due to the fact that people are motivated, have a good time at work, and know why they are doing things, not only what they are doing.