Creating board and leadership alignment

Brand strategy can help align your board and senior management, make decisions on business modelling and key partnerships. Watch on for an example of how we did just this for a client.

Branding Before Breakfast Ep 110 Transcript \Creating board and leadership alignment

Good morning. Today, I want to talk to you about why a brand strategy is so much more than just the foundation for your brand. I have recently been speaking with a business that have started to plateau and the way that they’re seeing that happen across their business is that they are losing customers and they are also losing sponsorship and their relationships with partners.

And why is that happening? They don’t have an agreement between the Board and the Senior Management about where the business is going. It sounds so simple that that would be in place, but it isn’t. And that is because they have been unable to get around a table in a room and have somebody mediate for them to actually start to document the vision for the business, for the brand to understand who it is they truly want to connect with and why they want to connect with them.

Once that is in place and is documented, everybody who is in the room that took place in the workshop feels ownership of that. They have signed off on that document. Then, as future decisions are made about appropriate business models, appropriate partnerships. It becomes less of a personal conversation about whether somebody agrees or disagrees and it becomes more about referring back to the brand strategy. Does this decision with this partner or this business model support, what we outlined in the brand strategy of who we are trying to connect with
and why we are trying to connect with them.

Well, we put it in place for the business that we’ve been speaking with and I’m happy to say that it has made everything so much smoother. In fact, I just got feedback talking about the fact that they have really started to gain momentum in their progress and they’re starting to feel that they are really relevant again to the people, they most want to connect with.

So, today I would like you to have a think about have you actually spent the time making sure that the Board Level and Senior Management are aligned? Has it been documented? Does everybody feel ownership of that? Have they signed off on the document? And then when you’re trying to get through those hairy decision-making, you can come back to this document and make sure that everybody agrees and know that a decision is being made because it aligns with a brand strategy.

Okay, that’s it for me. Time for brekkie.

Jo Gossage

Written by: Jo Gossage
Published: June 1, 2022

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