The Brand Strategy Intersects of Transformation
You may never have considered the brand strategy benefits of digital transformation but the enduring factors of brand primacy, especially in competitive environments owe a great deal to the adoption of change and technology. Successful digital transformation will accelerate awareness, visibility and growth but it is dependent on commitment to developing resonance and using it to extend brand reach, access and relevance.
Customer Experience is the driving force behind Digital Transformation, with most efforts operationally underpinned, and CX is often where the biggest transformations fail, creating enduring deficits to brand power.
With change perennial, awareness of impending or current digital trends is necessary for maintaining dynamism, and clarity on innovations or tools that enhance your business’ relevance, visibility, and engagement.
Your business’ state of ‘operational readiness’ must be defined and validated by digital awareness and capability, implemented through people, processes, data, collaboration and learning elements.
1) People and Digital Transformation
While ‘People’ may appear not to be strictly a digital element, skilled and highly capable employees operationalise and optimise strategy by the work they do and how. Transformation creates the capacity to help them work at their best.
There are also still significant challenges in attracting and retaining the right people, who also are digitally savvy. Businesses must consider their Digital People Strategy, a primary strand of which must be that employees should be encouraged and enabled to start and run their own initiatives based on their interests. Businesses that can plan and implement these practices will contribute greatly to their Digital Readiness.
2) Collaboration and Engagement
Digital Transformation changes the game for collaboration regardless of physical constraints and generates tremendous business value, increases the speed of delivery and ultimately competitive advantage. It’s not limited to internal stakeholders either and can help you take control of relationships with existing, prospective clients and suppliers.
Naturally, tools chosen for collaboration must be fit for purpose and suited to the shape and working practices of the organisations. The tools should help to improve those too, in order to fully realise the brand strategy benefits of digital transformation.
3) CX (Customer Experience) – Brand strategy benefits IRL
A great example of benefits harvested through the data/collaboration intersections is business insights transferable at speed across different teams generated through the application of data mining and analytics. This will be a great change catalyst in the coming decade, not least in the customer experience space. The ability to offer the frictionless and seamless experiences that digital delivers can uplift customer engagement as well as retention of business.
4) Data and Insights about Who You Serve
These will be gleaned from human intelligence and customer data and other data available in the organisation. Businesses need to be aware of the latest digital trends and implement tools and solutions that are the standard in their sector. Implementing Cloud Computing will need to be prioritised and planned for, as will Big Data.
One of the simplest but yet most significant adoptions is ensuring integration with and a managed presence, on social media, along with an analytics capability and a clear social media strategy.
A significant brand strategy benefit concerns the ability to devise offerings that more closely matches and anticipates your customers’ requirements, even on a segmented basis at a much quicker rate than ever before, and with greater accuracy.
5) CX and Business Process Driven Automation
Your company can discover businesses processes that will benefit from automation and in turn, enrich the employee experience. Automation is the gateway to realising true efficiencies in your business and the process to decide what can be automated should lead to an overall streamlining of your processes and resilience in your business.
Putting in place high-velocity practices and techniques will allow your business to contend favourably with the need for change and disruption. It will position your company to compete intelligently and strategically. At the most successful level, understanding transformations as a brand strategy imperative and opportunity will allow for a more meaningful and robust approach to be adopted — it’s always about serving tour customer better than your competition and doing so lucratively.