Communicate easily with customers with one tone of voice
Learn from Audi. Strategic brand review is important for holistic communication. Avoid gaps between message and content.
How holistic are we?
We have all experienced being excited by advertising, only to be disappointed by poor service or a poor product. Often there is a gap between what the advertising says and how the consumer actually experiences the product.
Self-awareness is a principle that has helped many successful people. The same is true for many companies. Audi has always built great cars, but buying one was not as great. In the 90s, Audi upgraded all its showrooms and implemented an internal training program for all salespeople, precisely to strengthen the brand experience. Thus, what Audi promised matched the experience received, and they took the market position they deserved – among the top 5 in the world!
A frequent strategic review is important for the brand to ensure that it is up to date with the strategies and goals that have been set. This way, any weaknesses or gaps in customer promises can be identified and adjusted more quickly.
Checklist
Is your company aware of its role in the market?
Can the management of the company easily tell what the role involves?
Do you think outsiders have the same image of your company as you do?
