How do you create an entirely differentiated company?
Revenue Perform's Chief Brand Officer, Harish Chauhan shares his insights having conducted over 150 of what he calls "Brand Interventions". Chauhan states "business success is based on the fundamental understanding that the purpose, culture and why of the business is what separates the company from any competitor."
Today's executive management has been hit by the Tsunami of the digital era. No longer is it possible to find, attract and convert prospective buyers into delighted customers using traditional approaches. If you don't have a direct connection with your audience before hand, and know what separates you from the rest of the pack, how can you be successful when you don’t have the opportunity to have a "digital" heart to heart.
Take a Company DNA self test
Ask each of your senior executives in your executive team what exactly is your company's purpose? Why should a buyer care about your company? Its’ products? What story does your management team say that aligns perfectly to the potential interest of your deal customer ? Can every executive team describe your core values in a couple of words? Can EVERYONE in your company state the business primary purpose in the exact same words? Do those statements align to your target markets? How do you know that?
Are you providing the Ultimate Experience at every interaction?
Start thinking about how you can best define the "experience" your company provides to your target buyers and customers. And then build the experience into the culture, interactions, messaging, promotion and overall engagement, such that you become a Customer Experience Company.
THE ULTIMATE DRIVING MACHINE .
A timeless slogan of purpose
Chances are you are familiar with this slogan from BMW (Bavarian Motor Works).
Think about those words. Here is a company that makes mechanical things that move people. They could have called themselves a people moving company. But that would not have communicated the "experience" their buyers enjoy by using their products.
BMW slogan's is timeless. It transcends time, place and product. Today, BMW Motors is all about the promotion of the new series of electric cars, not gas or diesel power. The slogan still to this day remains intact as BMW is all about providing consumers the Ultimate Driving Machine.
Think about your slogan and your business purpose for a moment. What is your ultimate driving machine? What will your consumers and buyers experience from your company? Today? Tomorrow? At the front door, the digital door or the back door?
Are you a Customer Company?