Communicate easily with customers with one tone of voice
Learn from Audi. Strategic review of the brand is important for comprehensive communication. Avoid gaps between messages and content.
How holistic are we?
We have all experienced being excited by advertising, only to experience the disappointment of poor service or a bad product. There is often a gap between what the advertisement says and how the consumer actually experiences the product.
Self-awareness is a principle that has helped many successful people. The same goes for many businesses. Audi has always designed fantastic cars, but buying one was not as fantastic. In the 90's, Audi upgraded all its showrooms and implemented an in-house training program for all salespeople, precisely to enhance the brand experience. Thus, what Audi promised matched the experience they got, 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 in relation to the strategies and goals that have been set. In this way, one can more quickly identify and adjust any weaknesses or gaps in the customer promises.
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 as you of your company?
