Question

Topic: Student Questions

What Is A Simple Definition Of Brand Alignment?

Posted by Anonymous on 11/26/2008 at 6:20 AM ET 250 Points
Hello, everyone, I am very glad to come here as a new member. In fact, I really need your help to explain this question. Because my professor who is taught in Production Management had talked about this question with me on Monday, sadly, he didnt get my idea when I explained what brand alignment is. So could you give me a simple definition of alignment? Furthermore, I'll appreciate your help very much if you could also tell me the relationip between service blueprinting and brand or brand alignment. I need to find a topic to do a research about service field, but I'd like to look for one that related with my marketing major. Sorry, this question is importandt and difficult to me because I am still an outsider in marketing field. Thanks a lot.
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RESPONSES

  • Posted on 11/26/2008 at 7:00 AM Accepted
    Hi Kim,

    Brand alignment is simply ensuring that all customer touchpoints consistently support the brand strategy. This includes everything that your customers see and interact with -- from advertising to call centers. In our practice, we also work with clients to ensure that all internal processes align with the brand as well (values, vision, new hire development, etc.) to ensure that the brand experience is authentically delivered by the organization's employees. We call it a 360-degree brand experience.

    Regarding your second question, I'm not familiar with "service blueprinting," so I'm unable to lend support on your project.

    Hope this is helpful.

    Tim
  • Posted on 11/26/2008 at 7:51 AM Author
    Hi, Tim.
    Your answer does help me a lot.
    Thank you for your time. ^^
  • Posted on 11/26/2008 at 8:12 AM Author
    Sorry I dont have any work experience yet. How do managers to align the brand in the aspects of internal and external? I mean wheather we should design something to do the delivering process well in order to support the brand strategy or not. In my way of thinking, the process of designing something is service deliverying process. ( Service blueprinting is the procedure of making a flowchart or map of a service process.) so shall we make a blueprint when we decide to do a plan in brand alignment? Hope my english explaination would not make you confused.

    Thank you for your time~
  • Posted on 11/27/2008 at 8:32 PM Accepted
    Hi Kim,

    Now I understand your term, "service blueprinting." Thanks for explaining it further. Among my clients, it's more commonly referred to as "customer experience" and, yes, mapping out where your customers touch your brand is a great place to start when you're developing a brand alignment strategy.

    Tim
  • Posted on 12/1/2008 at 8:12 AM Author
    Hi, Tim. Thank you for you answer. I had a talk with this professor in Production Management tonight but not very good because he asked me what I mean "touch your brand", especially the word "touch". It was very funny that he even said" how could I touch Samsung?"(he is a korean) So still didnt understand what brand alignment is. I think touch brand like feel the core value of brand but not very sure about it yet. Could you explain it further? That would be great if you give me an example? Sorry, I am also not an english native speaker that's a reason why I cant explain it very well. Anyway, I still appreciate any help of you.
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