Small Business Systems

Creating Real Business Value

Great brands use brand as business to re-ignite their organizations and create real business value in four ways.

• To expose new growth opportunities . Brand as business reframes what business the company is really in. By considering the bundle of values and attributes that comprise the value delivered to customers, the brand-as-business approach provides new innovation guardrails and a fresh perspective on potential areas for expansion, mergers, and acquisitions.

Consider how the multibillion-dollar online retailer Zappos started as an online shoe retailer, but because its leadership defined its brand more broadly (“a service company that happens to sell shoes”), its operating model has proven flexible enough to embrace a broad range of products. The company has successfully extended its offering into apparel, accessories, and even sporting goods and sporting gear.

• To shape business objectives and strategies . Brand as business uses brand positioning to evaluate current performance and prioritize possible new directions. Disparate groups can draw on their unified, well-defined culture and practices to develop a shared understanding of what needs to be done to achieve a stronger competitive position.

• To create unified, focused, and integrated teams . Brand as business encourages the use of the brand ’s values to inform and influence employee recruiting, training, development, and compensation and reward programs. Not only does this reduce operating costs through better employee selection and retention, it contributes to the development of high-performing teams. Better decisions are made more quickly and executed with excellence.

Facebook
Twitter
LinkedIn
Email

More Insights

THE LAW OF TIME

Just do it. You have to be fast. You have to be focused. You have to be strategic. Haste makes waste, but waste is often

Read More
THE LAW OF VANITY

The biggest mistake of all is believing you can do anything.  Success in business doesn’t just show up on the bottom line of the profit

Read More
What is Systems Thinking?

The term “systems thinking” was coined by Barry Richmond in 1987. According to Richmond, “Systems thinking is the art and science of making reliable inferences

Read More

Need Help To Maximize Your Business?

Reach out to us today and get a complimentary business review and consultation.