Creating a Harmonious e-Brand. - Issue: 2000 Qtr 3
Hmmm...harmony and e-branding...there's a new one. What's the connection? Is there a connection?
You bet there is. In developing an e-business presence, there are numerous "voices" that must be heard to develop a successful "e" strategy. Just like a strong choir leader must harmonize his singers to give a successful performance, companies must carefully listen to, and harmonize, the multiple voices of e-branding.
These voices fall into three main categories:
- the voice of your organization, to reflect the business needs;
- the voice of IT, to reflect the technology requirements;
- and most importantly, the voice of your customer.
Each is critical to the overall success of your e-branding strategy, but even if each is addressed thoroughly, they must be created in a collaborative (harmonious!) environment. It doesn't matter how good the tenors sound if they can't keep time with the sopranos.
The voice of your organization encompasses all the functional departments that have a vested interested in the e-branding strategy. While some websites are "owned" by marketing or IT, don't forget about sales, customer support, order fulfillment. Depending on the complexity of your "e" strategy, often multiple departments need to be included to ensure your site is fully functional for your customers. The way your company is organized takes a distant second to what your customers' needs are.
IT is a second, equally important voice that must be included in developing your e-business strategy, since they will implement and support that strategy. This may be internal staff, an outside provider, or some combination of both. Either way, bringing IT into the planning stages guarantees that the "pie in the sky" ideas can be turned into reality.
The final and most important consideration is the voice of your customer. Today, your electronic brand is often the first contact a customer has with your brand, and it is not sufficient - or wise - to assume that buying patterns and brand loyalty will remain the same as traditional methods.
In The Brand Mindset, author Duane E. Knapp asserts that successful companies will treat their prospects as guests, or rather, G.U.E.S.Ts. The acronym, which stands for Greeting; Understanding; Efficiency; Special Treatment; and Thankfulness, communicates the importance of each customer interaction and experience.
As you are developing your own e-branding strategy, it's important to ask yourself: "Are we really developing a site with our customers in mind?" Knapp states: "The content and format of websites should serve the customers' interests, not a brand's." How true. Too often companies get caught up in the "this makes sense to me" mindset or they make assumptions about customer needs, neither of which support a successful e-branding strategy.
Let us help you create music to your customers' ears! For an additional view into our approach to the voices of e-branding contact Miller Brooks at 317-873-8100 or contact@millerbrooks.com.
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