Deep Dive Into Your Brand to Drive Performance & Growth

Have you dove deep enough to build a growth engine from your soft infrastructure?

The depth and breadth of your brand drives performance and growth. And, when we look at the core knowledge areas of an organization, the DNA and essential informational building blocks, we discover key differences between high performance organizations and average organizations.

As we take a deep dive to assess the liquidity of that information, or the manner in which it flows and is utilized throughout the organization, it reveals important insights about how the most successful companies operate. Comparing the average quality scores for knowledge areas of typical and high performing organizations across hundreds of industries reveals a direct relationship between  the essential knowledge and how well it travels throughout the organization especially in key areas including:

  • Positioning
  • Industry Knowledge
  • Customer Knowledge
  • Key Technologies
  • Brand Identity 
  • Company Culture 
  • Performance Drag

The bottom line, high performance organizations start with a deep dive into developing a high quality of essential knowledge areas around their core business; creating greater alignment with their purpose, culture, and customers. They also minimize the performance drag caused by the challenges of traditional strategies towards internal communication, branding, and the attitudes towards the role of company culture and engagement in the success of the organization as a whole.

what the avg org knows2

How High Performance Organizations Leverage Information to Grow Their Business

Typical Organizations

  • Positioning  – dismisses company values to caters 100% to the perception of perfect customer whose needs in perfect alignment with the company’s goals. In other words, positioning is the equivalent of abandoning family values to chase a unicorn by wearing a disguise
  • Industry Knowledge – is top heavy, and reserved for executives, managers and a need to know basis. Most knowledge is kept secret for an elite few, despite its validity and merit to various departments and teams
  • Customer Knowledge – is gathered rarely, and limited to dualistic yes/no interpretations that are easy to graph and identify key indicators. It’s generally known to be inaccurate, but makes organization feel like they have an understanding of the customer and solid “data”
  • Key Technologies – the core software, hardware, platforms and infrastructure is largely unknown to leadership, let alone its impact on the company’s bottom line
  • Brand Identity – Is an after thought, created at the end of a product development cycle. The values and characteristics of which are slapped on like stickers and do not reflect the actual experience or organization
  • Company Culture – Is paid lip service to and delegated to HR staff to cultivate, nurture, and strategically plan. Often is most embodied on a mission or value statement on a document, plaque, or web page somewhere…gathering cob webs.
  • Performance Drag – Created by inconsistencies between the information and the actual measured behaviors and experiences with the organization, product, customers, and a lack of integrity and honest communication throughout the organization and the market, hinders the performance and engagement of employees and customers

The key finding is that the depth and breadth of this core information, and how well it is institutionalized throughout a company, has a direct impact on positive business outcomes.

At the center of it all, the fundamental building block and linchpin, is the modern brand identity.

The essential knowledge upon which a company operates affects its growth trajectory.

High Performance Organizations

  • Positioning  -is the result of reconciling deep customer knowledge with the values, vision, mission and culture of the organization. It is based on authentic representation of the brand identity, capabilities of the its products and services, and understanding of the customers
  • Industry Knowledge – is institutionalized throughout the organization at the department and team level. Employees are encouraged to learn more about the strategic positions of the organization and to bring their efforts into alignment with them.
  • Customer Knowledge – reflects an honest understanding of irrational behavior. It is continuously gathered from qualitative and quantitative sources. The organization has multiple touch points and processes to review and reflect on the information and discern the signal from the noise.
  • Key Technologies – The technological dependencies are known to key staff who make adaptive decisions for their team to successfully navigate and advance the company’s interest across the digital paradigm each and everyday.
  • Brand Identity – Is a shared, spiritual technology of the organization, inspiring and engaging employees and customers alike
  • Company Culture – Is part of value proposition and brand promise made to every customer, and is engaging and empowering for employees, and shared with customers alike.
  • Performance Drag – is minimized

The key finding is that the depth and breadth of this core information, and how well it is institutionalized throughout a company, has a direct impact on positive business outcomes.

At the center of it all, the fundamental building block and linchpin, is the modern brand identity.

The essential knowledge upon which a company operates affects its growth trajectory.

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Get in touch and we will promptly get back to you. -Heroik Team

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