Squabbling Costs Money

We can all agree that in business, some positive friction is good. Indeed, business without friction can stagnate. Ideas, whoever they are from, need to be able to stand up to scrutiny and challenge. However, constant conflict around ideas in a business and in particular once a direction has been agreed - or more often - grudgingly agreed, but not really accepted by everyone involved, can be immensely costly in terms of damage to relationships (internally and externally). This can very quickly lead to a loss of productivity - and profitability.

Businesses and organisations that are outwardly successful, more generally lose out on what could be even greater success and stronger results simply because different functions and key personnel in the entity are not fully aligned on what the business is about and what the proposition is.

This may seem like a fundamental thing to be misaligned on, but the instances of it happening are numerous. A brand position that is unclear or is not clearly applied across the entire organisation can quickly become relegated to the ‘marketing’ department and disowned or disengaged from by other functions in the business. The reality is a brand is far more than a logo or a name - it is (in the minds of customers) the personality and by extension the reputation of the business. It is what the customer and other stakeholders see. It is what they expect when they interact with the business.

There is little point in a disconnect existing between what the marketing team SAY to customers and what (for example) sales or operations DELIVER for customers. This is a guaranteed formula for at best, lacklustre results in the longer term. At worst, customers go elsewhere.

No business can promise everything. No business should. This is not about being all things to all people far from it! Some of the most successful businesses build brand propositions and thus reputations around what they are NOT, just as much as what they ARE.

The key is ALIGNMENT. Once a brand proposition is agreed, a ‘personality’ and with it a reputation for the business begins to be formed. If everyone in the business understands the ‘Why’ and the method by which it connects with the ‘How’, then a seamless and consistent interface with the customer happens. With it, customers trust the brand, return business flourishes and reputation becomes enhanced. Optimised results and profits follow.

Why do more businesses not follow this formula? It is not always easy. Ardchail can help chart a path. Contact us and let us know what we can do to help you. conversation@ardchail.com