How much does your organization spend on your brand? Usually, this question yields answers in the following categories: logo design, collateral production messaging and ads. For more sophisticated
But what about the two fundamental delivery mechanisms of the brand itself: people and the online user experience? These are often missing from the list.
People
Over the last several decades, the human resources function within many organizations has been reduced to the transactional: payroll, posting job ads and processing staff changes. Yet, the HR function is critically important to ensuring that the brand is firmly embedded into the culture:
- Hiring the right people
- Orientation and onboarding
- Performance appraisal process
- Training
- Career planning and succession
- Alumni programs
Each of these areas, and more, directly impact the brand. If the brand "spend" excludes people, then a huge opportunity has been missed.
In other words, the brand spend must also be made with the HR department.
Online User Experience
The number and frequency of online touchpoints, such as Web, social media and automated email, have increased dramatically over the last number of years for two main reasons: Internal pressure to reduce costs, and external pressure for always available self-service.
At the same time, users' expectations of a simple, hassle-free online experience have also increased dramatically. If your users become frustrated interacting with you online, they will "abandon" you. Or worse, share their poor experience with the world via social media.
Improving the online user experience means several things:
- Using the most up-to-date thinking for design, information architecture and site logic.
- Ensuring that a community management strategy is in place and that the function is staffed and trained.
- Ensuring that any existing call center or front-line service staff are empowered — and technically able to respond to chat, text, tweets and any other online outreach.
In other words, the brand spend must also be made with the IT department.
This week's action plan
Brand actually needs to infuse every group within your organization, not just marketing, HR and IT. A strong brand must be built from the inside-out. This week, make sure that it is, starting first with HR, then with IT. If you're not sure where to start, here are some ideas on usability.
