Multiplying Your Brand Impact with Internal Alignment

Internal alignment enables your organization to consistently live up to the promises you make to customers, and better yet, to deliver those “surprises” that turn customers into fans who share positive word-of-mouth with their peers. It’s a core pillar in our Ten Pillars of Meaningful Marketing.

As a marketing management consulting firm, we believe that for your company to flourish there must be proper internal alignment. Many companies tank when they reach a point where alignment is lost. This often happens when a company or division grows faster than its capacity to build internal processes or infrastructure to keep up.

James L. Garlow’s book, The 21 Irrefutable Laws of Leadership - Tested by Time, puts businesses in two simple categories: “There were those who followed…and those who didn’t.”  While most entrepreneurs know their purpose and plan for their company, they do not know how to keep it consistently communicated among their employees at every level. 

First, it starts with selection: you need people who are bought into your brand values and company purpose and who are ready to work towards those goals.

Secondly, consecration (the “the solemn dedication to a special purpose or service “) is a necessity:  clearly state your expectations and stick to them. A good on-boarding process in partnership with HR can go a long way towards building this commitment from the beginning.

The next step is impartation and demonstration: it is critical to lead by example. Show your employees your successful habits so that they are “fully charged” and ready to do what is appointed to them.  This is also where the leader shows by “doing” or on-the-job training. A well-defined internal mentorship program can do wonders in this area.

Finally, delegation and supervision.  This is the time to trust your staff and empower them to work on their own.  While everything will not be perfect, this is where your staff will mature and grow the most.  Once your employees have finished their allotted tasks the manager will step in and “clean-up” or approve the work in ways to keep it aligned with your company’s mission and brand values.

In a business environment where employees are not allowed the opportunity to grow or contribute, the company itself suffers and cannot grow.  But when a company aligns its people with its goals, the business maximizes its opportunity to flourish.  The main principle of leadership, according to James L. Garlow, is “being able to multiply yourself.” 

Comments

[Cheap Calendar Printing]

Thanks for sharing the link for the Ten Pillars of Meaningful Marketing. This is just what I needed for my report. :)

- Kevin Weiss