For a long, long time, brands have been conveniently compartmentalized. In one corner was sales, another marketing, and yet another customer care. This fragmented structure worked splendidly for many years, as each division pursued its separate goals unimpeded. And good things often happened. But the fragmented us-against-them approach no longer packs much of a punch.
Integration is the New Power Source
Any brand rooted in a strategy of disconnected divisions will feel the sting of outrageous fortune in 2015 … if they haven’t already. And they’ll feel everywhere from customer retention to the very hindquarters of their bottom lines. Only one way out: put the pieces together in a seamlessly integrated front line of sales, marketing, and customer care.
Share and Share Alike
Dirty little secrets have no place in the world of integrated branding. In order to march forward as a single, unstoppable force, divisions absolutely must share their precious info with each other. Shared data enables divisions to speak the same language and build a unified brand message.
Unified messaging is critical. That’s because a consistent, unscrambled voice is more easily digested by customers than a cacophony of separate noises. This is the key to raising customer engagement and ultimately spurring a buy decision.
Invite Everyone to the Party
Nothing gets done, of course, until everyone buys into the whole integration thing. Bringing three divisions on board requires a rock solid plan that aligns with the often-divergent objectives of sales, marketing, and customer care. Not exactly a snap to achieve. But well worth the effort.
If you have any questions or comments about creating an integrated approach for your brand, or about any other brand-related topic, feel free to send them our way.
You can connect with the Young Company team at 949-376-8404 #4033 or bart@youngcompany.com. And be sure to follow us for the latest brand marketing news and tips.