If your corporate story is ineffective and inconsistently delivered … financial performance suffers. However, when your story is clear, compelling and consistently delivered throughout the customer experience … top-line and bottom-line results thrive.
Yet, still today, many business leaders are constantly looking for a quick win when it comes to getting attention in the market. They launch new campaigns, sales decks, websites … and hope that these tactics do the trick. When they don’t, leaders wonder why financial metrics aren’t trending in the right direction.
The truth is, most companies …
Treat corporate messaging as nothing more than words on paper.
Develop and deliver their corporate story in an ad hoc manner.
When you consider those two facts – it is no wonder why so many organizations fail to leverage their corporate message as a competitive advantage in the market.
Your story is not an ad. It is not a slogan. It’s not just the message on your website.
It is the story that is consumed throughout the customer journey. Across all channels. And every touchpoint.
If you really want your message to drive financial performance – your entire organization must view your story as a strategic weapon that is leveraged intentionally and consistently throughout the customer experience.
Sure, a few years ago, ensuring stakeholders (beyond the marketing department) stayed true to the corporate story was a luxury — a nice to have. However, today it is imperative that every customer-facing employee deeply understands your story and how to bring it to life in a genuine and authentic way. Why?
Because today, the customer experience is the battleground on which business is won and lost. And your customer’s journey consists of so much more than your website or latest marketing program.
That’s why business leaders have to redefine what the finish line looks like. It’s not just landing on a clear, compelling and consistent message. Sure, that is critically important, but it is just the starting point. For your story to positively and materially impact the customer experience — the message must be delivered consistently – from the inside out.
So, if you want to continue funneling budget dollars into ad-hoc campaigns — have at it. But if you want to make a material impact on the financial performance of your business in 2019 — you’d be better off investing those dollars into a disciplined corporate story development and activation process across your entire organization.