5 Brand Strategy Benefits of Digital Transformation

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.

 

4 Success Factors for Digital Transformation

Aligning Digital Transformation Success Factors

Continuing with our theme on aligning success factors for digital transformation as a way to strengthen your brand, the first considerations in developing your strategy depends on the dimensions one prioritises for change. Bearing in mind that as we said in the foregoing article,  3 Brand Driven Reasons for Digital Transformation, digital transformation will be disruptive, it follows that it will impact every function and facet of your organisation in some direct or indirect way.

One of my fundamental beliefs about building brand power, borne out of years in organisational transformations of all kinds, from banks to FMCG organisations, is that it absolutely relies on making all change brand-aligned.

This means that the business case, transformation strategy and brand strategy must be aligned such that brand imperatives are not lost, and that neither the customer experience nor the employee experience is sacrificed. It has been a source of constant amazement to me through the several transformations I have witnessed organisations do, that there is a surprise when customer satisfaction takes a steep dive, post transformations and yet employees were only considered as an afterthought, gotten rid of summarily and treated badly. Employees are first-line brand advocates so not protecting them through transformations is not a good approach.

4 success factors for digital transformation to ensure your brand strategy is enhanced and supported

Approach

A good approach to transformation must incorporate the customer experience (CX), target operating model, business objectives as well as brand imperatives in concert.

  • Your organisation’s brand imperatives – principles, purpose, position, proposition and ideals –

Remember who you are in your business. All changes must support and enhance and advance your position in the market, promote your offering and help to engage with and create higher visibility and awareness with the people your business exists to serve. The transformation will affect them. Tell them about it, create a sense of excitement and give a timeline that you are confident that you can deliver on. Tell them what they will get and how it will make their lives easier and deepen your relationship.

  • Excellent Customer Experience (CX)

A factor that should be borne in mind through all considerations, plans and activities for digital transformation, because this is how your clients and customers experience and perceive your organisation’s offer and benefits.

  • Business Objectives

overlaying a digital process that is supposed to be excellent on a business model that is patchy and not fit for purpose will never deliver what the business case has advocated and the hopes and ROI that you will surely expect for your transformation exercise. There must be a deep review process of opportunities for improvement and indeed where transformation would elevate the business.

  • Target Operating Models and Technology Architecture – Operations, Processes and Technology

Identifying, based on best practice research and clarity on what currently is not effective or contributing to success, developing a vision of how operations, functions and processes should be structured to enable better communication and collaboration internally with staff, stakeholders and leadership, and externally, with suppliers, customers and the public. Where might the biggest digital initiatives found in intelligent automation environments or RPAs, or conversational bots help and what does it mean for overhauling process and the roles people currently perform?

It’s clear to see the interaction and interdependencies of these factors for success in digital transformation, and the importance of considering them in concert and planning accordingly.

3 Brand Driven Reasons for Digital Transformation

– Brand Power, Brand Equity and Business Effectiveness

 

Digital Transformation – What it is, Risks and Trends

One of the biggest brand risks that businesses face currently is that of falling behind competitors, simply because of digital deficits. Mitigating these risks is a big part of three primary reasons for digital transformation – to increase brand power and equity and optimise your business’s effectiveness.

You know as a business owner or CEO that digital transformation is a trend you can’t stay in the wake of or let pass you by.

Digital Transformation refers to the key technological and digital innovation and improvements applied to the processes, toolsets of your business and the capability of your staff that allows your company to transform the ways of working within your organisation. By exploiting advances in digital technology integrations that facilitate collaboration, communication (including channels) and expedite delivery of your offering, your company can better identify and serve its target audience.

It’s instructive that transformation is disruptive and revolutionary when considered against the necessary incremental change your business is engaged in daily through adopting new tools for example. It’s a step change, perhaps even a paradigm shift for your organisation. It touches on everything in your business and may create significant upheaval. Consequently, careful and considered management of the process is critical.

It takes bravery, vision and a great strategy.

 

Challenges of Strategy, Adoption and Mindset for Digital Transformation

Digital Transformation embodies the intersection of innovation, technology and communications, where there are great opportunities for transformation, capability growth and greater visibility and influence of your brand.

Like many in senior management, you may be struggling to define what your strategy should be. If like many directors or board members, you haven’t made the connection yet between building a stronger brand and implementing digital transformation, you are in good company, so it’s helpful to know that differentiating your brand and sustaining brand equity are served by digital transformation.

The digital transformation journey, like any transformation, can be perilous. Keeping in constant view the reasons for digital transformation and driving strategy from that perspective builds in a brand strategy alignment to your overall transformation strategy and plans.

It requires you to consider your entire environment and make tough decisions about what may need to change, in order to better grasp the nettle of digital capabilities. For e.g. Will your delivery model need to be adapted to your still waterfall delivery environment and should you jump straight to implementing an agile environment?

Many companies have yet to start their digital transformation process, but the strategy will really define who the winners will be.

 

Align Digital Transformation Initiatives To Brand Imperatives

Align any transformation strategy to your brand mission and imperatives. Digital transformation should be a part of building and differentiating your brand and all it entails – delivery and customer experience. In line with the reasons for digital transformation, many of which revolve around continuing to build a resonant brand, customer requirements should drive initiatives.

These are ultimately the factors that a transformation exercise should improve as they directly relate to not only an increase in revenue but also in reputation and customer advocacy. In the age of social media, advocacy is gold, and it is born of love and loyalty that only the customer experiences your business delivers can engender.

Remember that.

With regard to the brand connection, it helps to remember what goes on within your business is just as important as how your brand looks and is perceived.

Your transformations should focus on how you can a) better serve your customer b) give them a better product/service and experience c) and by doing the forgoing, differentiate your company consistently.

It can seem overwhelming but the nature of managing projects successfully is to break deliverables down to make them easier to deliver, and similarly, it’s sensible to break down the process bit by bit.

Taking the difficult and operational decision to embark on a Digital Transformation programme is a brand strategy imperative. It will help to position your business to compete better, collaborate smarter and communicate with customers. It will also enable your company to mine and deploy data insights, critical for designing a sustainable customer experience (CX).

Digital Transformation

innovation, technology and communication
Functional Intersects

At Iconify, Digital Transformation truly embodies for us, the natural and compelling intersection of three capabilities we are so passionate about bringing home to clients – innovation, technology and communications. Where these intersects converge, so do great opportunities for transformation, capability growth and greater visibility and influence of your brand.

Vibrancy, relevance, reliability for your business will come through the adoption of platforms that enable your business to take advantage of technology that’s already here, whilst positioning you to take advantage of imminent technologies. Through our Innovation and Transformation practices, we help clients foster and facilitate a mindset that is open, ready and willing to change in all functional areas. We also actively seek opportunities to create, automate, integrate and innovate –to help your business create, change and respond at pace and are on a mission to inform, educate and empower businesses like yours about the importance of digital transformation now.

Digital platforms and social media offer clients logical and virtual proximity to customers, so marketing and organisational thought should increasingly be directed to channels and technology that enable access to all possible interaction points with customers. We help clients counter the challenge of making this seamless, constant, progressive, positive and relevant. We ensure that all efforts must map back positively to showing and sharing clients’ purpose, and meeting the needs of the customer. Our Brand Resonance – Business Growth cycle shows that to grow, your business needs to stay relevant. To stay relevant you have to be dynamic. To be dynamic, your business must be connected to purpose, be relatable and responsive to customers and stakeholders. This will in turn render your brand relevant.

Cloud Platforms
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AI, IA, & ML
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Digital Risks
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In a rapidly growing and accelerating tech market, Cloud platforms are a necessity. This is because the other technologies discussed in this section, like Big Data, Artificial Intelligence and IoT, to mention but a few, all need vast computing power, storage and processing. The firepower digital transformation would need ordinarily would require extraordinary physical infrastructure that your business would need to provide, at great cost to build and maintain. Whereas scaling is far more straightforward when this capacity is provided through the cloud.
Cloud computing, therefore and choosing a cloud platform are the first steps to true digital transformation. It can be costly, but is costlier still if not sized, scaled and executed correctly.
Get it right. Call us on +44(0) 208 191 9008am or fill our contact form.
Adoption of Artificial Intelligence must be strategic and linked to valued led transformation of people, processes and practices. This helps business combat the inherent risks, fully evaluate the ethical and social costs
while taking advantage of the potential benefits.
Intelligent Automation is the sum of the powerful new digital, analytical and artificial intelligence driven infrastructure that enables the capability these technologies harness which can power the transforming and scaling human computer interactions to open up opportunities for efficiencies and collaboration.
Machine Learning uses new algorithmic methods to solve problems that businesses face without the guidance and constraints of prior programming. With the ability to spot prevalent patterns at a micro level that inform disciplines like forecasting accuracy and detecting malicious network attacks, ML has potential for several applications.
Robotics software transacts rule based repetitive tasks sans supervision, enabled by amplified and intelligent architecture, transformed processes, digital and AI integration, analytics and Big Data.
Bots perform simple and repetitive tasks but a super quick rate, which means efficiencies, and so have myriad and varied application for businesses.
We help you construct the right infrastructure and strategies to take advantage of opportunities created by these capabilities. If you like what you see and want to know more, call us on +44 (0)208 1919008.
If you like what you see and want to know more, call us on +44 (0)208 1919008
The human computer interface is indescribably expanded and made accessible by Conversational UIs, one of the most exciting and accessible advances in the rise of digital capability. Conversational UIs, can be text driven or voice driven. Advances in Natural Language Processing, which allows language to be parsed outside of the context has made conversational UIs of the latter type possible. Natural Language Processing,in Computing is based on Neural Networks, and is a key component of Artificial Intelligence. NLP not only works out exactly what words have been used by a customer but can also apply contextual and intentional filters, so ‘reasoning’ is performed.
You will recognise them as conversation assistants like Siri or those that pop up on screens as ‘chatbots’. With the advent and adoption of Big Data, huge improvements in NLP and machine learning capability create the enabling and reasoning frameworks required for conversational user interfaces.
Though undoubtedly still in toddlerhood, it is expected that these will enable us to understand customers and their motivations more keenly and inform business models through the ability to communicate at key interaction points with customers.
Business is inundated with absolutely vast amounts of data.
Big Data gives business the capability to corral, compress, channel and interrogate that data using analytics for decoding patterns, garnering insights and making decisions and finding possible new value that the business could add.
There is a multiplicity of data sources, in a seemingly infinite variety of format creates challenges in streamlining due to matching, linking and internal correlation which creates complexities.
The challenges we can help with is consulting with your business on how to link and create these linkages and hierarchies so that
relationships and opportunities can become clearer. Our MD worked with a global bank to for a regulatory requirement to create standardised operating models, streamlining processes and roles and responsibilities to implement Big Data. The key objectives being to identify data sources, streamline data attributes across geographical sites and populate and transform the data to provide daily, weekly and monthly reports, the capability was required to reconcile against individual sites data or aggregated views.
We help you understand your sources of data, what, how and how much to analyse and when they can be analysed and how to structure the different data streams. We also guide leaders to consider how the data will be stored, methods for interrogating the data and how to utilise insights gained.
If blockchain technology can underpin digital currency payments, it can be understood that the technology behind it is remarkable. There are other compelling applications of the technology that could aid your business and we would love to discuss it with you on +44(0/0208 191 9008.
The key area we focus on the potential of blockchain is within the cybersecurity space. The Blockchain purpose is absolute security and trust, while preserving anonymity.
This purpose has engendered great possibilities for encryption and authentication, while providing unparalleled transparency on transactional history all of which are data and time stamped, to those with encryption keys, creating the digital ‘blocks’ for which the technology is named.
Using distributed ledger processes, where only a single version of the blockchain available, Blockchain creates transaction histories where committing new transactions do not overwrite prior transactions and so is a full record of all transactions by any and all transactees, which obviously is counter to other database methodologies. To change or update a block, all parties to a transaction must ‘co-sign’ to render rights revocation, record tampering or deletion subject to agreement or otherwise as impossible as can be. Data is fully and powerful encrypted but with right credentials and key,transactions can be verified while anonymity is preserved and not requisite because the transactions not the players are trusted.
The collective advent of digital technologies mean that adopting technology on the digital capacity spectrum, may open up risks in another area (more on Digital Risks Management here) and Blockchain may go someway to prevent attacks, using IoT.
The advantages and therefore the applications for security is that there is a golden source of data.
This golden source has potentialities for preventing fraud and non-repudiation as well as possibilities for the integration of third party systems.

Firewalls inside organisations digital perimeters used to be sufficient but this is no longer the case. With the ubiquitous connectivity afforded by the internet of the things, the availability and accessibility of access points are more than ever before.

With an ever more connected life and the ability to interact with customers and have them provide us with information, smart technology makes everything connected to a network susceptible to attack. Approaches to adopting technology must be smart and sustainable and recognise that threats inherent in the digital opportunities, namely the intersection of information technology and operational technology mobilising vital functions which used to be manual, dis-aggregated and not connected to the internet.

We can help by strategising for digital risk as a start point for implementing digital transformation.

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. The Key is, who really your customer is, what you can do to deliver needs that are unmet and how your business can support this through the engagement of primary stakeholders like employees and suppliers. To truly special and stand out, your brand must embody all the characteristics of resonance.

Our Customer Experience Axis is the driving force behind our efforts because Digital Transformation may be technology-led but it is fully operationally underpinned, and CX is often where the biggest brands fall and fail with lasting deficits to brand power as a result. We will lead an honest assessment of with leaders of the state of CX and whether a CX Remodel is required. We have the right skills to help identify, document, codify and lead the back to front transformation initiatives that are necessary to deliver effective and relevant Digital Transformation of your resonant brand.

Automation, AI and Robotics

potential and promise of new tech
Automation, AI and Robotics

As the digital and physical worlds collide, and the internet of things increasingly make the mainstays of our lives, all things of the internet, these dimensions to business, innovation and growth can no longer be ignored. This is the new theatre for competition on a global scale!
Regardless of your industry and your market segment, businesses will soon have to plan how to stay connected to the physical world and communicate with its aspects seamlessly through technology. This will inevitably require significant human-computer perspectives , architecture and processes at a whole new level.

The integration of these new technologies with enterprise architecture and systems will enable businesses to be far more responsive to customers and competitive, with solutions that scale.

Take up of these technologies and their integration into, or transformation of existing enterprise architecture is very much in its infancy but our engineering teams can help you look at how tomorrow’s processes may be transformed.  We can help you formulate a realistic and holistic strategy for adopting intelligent automation, AI and Robotics in your business’s operational landscape. Let’s talk about these exciting developments and what you are thinking. 0208 191 9008 or contact us here. There’s been some time for lots of companies to have tried to implement some or all of these technologies and many illuminating lessons have been learned.

We provide advisory and engineering capabilities to help businesses navigate this digital, new tech and transformative epoch.
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Artificial Intelligence
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Robotics and RPAs
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Machine Learning
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Automation
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AI has the highest exposure of all the new tech to risks to workforce and marginalisation of segments of a business’s customers – job losses and discrimination are real and potential outcomes. More than almost any innovation, the adoption of AI must be strategic and yoked to valued led transformation and reorganisation of people, processes and practices. In that way, the business is positioned to combat the high inherent risks, fully evaluate the ethical and social cost while taking advantage of the potential benefits.

Let’s talk Robotics – madly exciting software that transacts rule based repetitive tasks sans supervision, enabled by amplified and intelligent architecture, transformed processes, digital and AI integration, analytics and Big Data.
Adoption of these technologies has transformed sectors such as insurance and have found wide ranging application within functions with high customer interaction, HR and Finance. It is rapidly gaining adoption in back-office functions such as finance, tax, human resources and IT, as well as in supply chain and many customer-facing processes.
We help you construct the right infrastructure and strategies to take advantage of opportunities created by these capabilities.

So, what’s machine learning and what does it mean for your business?
At the very least, we can help you understand and explore the possibilities to understand where benefits exist for your business. The possibilities are myriad, immense and complex. AI, automation, robotics, IoT and the vast computing power afforded by intelligent automation create incredible synergies that are interlinked and truly transformative. Machine learning is an extension of AI that allows machines to harness and mine the copious quantities of data at its disposal, capture and analyse patterns and deploy predictive power at speed using gargantuan processing power now available.
Using new algorithmic methods to solve problems that businesses face without the guidance and constraints of prior programming, rather picking up on prevalent patterns at a micro level that inform disciplines like forecasting accuracy, machine learning has real problem solving capability for business, like detecting malicious network attacks and the ability to model demand, given a range of variables .

Intelligent automation is the sum of the powerful new digital, analytical and artificial intelligence driven infrastructure that enables the capability these technologies harness which can power all parts of or integrations of processes, operations and functions with an eye on transforming and scaling human computer interactions to open up opportunities for efficiencies and collaboration that justify return on investment on a long range basis. To effectively implement streamlined systems, we help you develop target operating models that consider how and where the greatest value can be added.

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IoT

Internet of Things
Where to start? Call us on +44(0) 208 191 9008 or contact us here.

 

A decade and a half ago, our MD worked for Yahoo! on a huge and highly secretive  project called ConnectedLife, which explored the technology necessary to connect your phone and things like your lights, your fridge and washing machine and oven to each other.
It was a revolutionary then and is revolutionary now, but that’s exactly what the Internet of Things is like. A ubiquitous connection of everything in your physical world connected to your digital world powered up and down and across by connectivity, internet and computing power.
IoT, then is the connection of several and myriad devices to the internet with the ability to connect and exchange and decode data using intrinsic and integrated software, sensors and networks.
There will only be greater connections, more mindblowing melding of what’s in our world and how we can communicate seamlessly with them using technological peripherals and sensors.  If you are excited to learn more and consider applications to your own business, get in contact!

Digital Transformation Adoption

DIGITAL DELIVERS
Digital Drives
Competitive Prowess

We will help you derive value from every opportunity and through digital transformation adoption, we’ll help you keep and build on that value. We will challenge what you think you know, encourage you to push your boundaries, challenge what you think is possible.

Collaborative Tools

New Tech Adoption

Big Data

Adoption for sustainability
Digital Transformation for Greater Capability

Digital Transformation Adoption

Digital Transformation Adoption is the process of ensuring that the new capabilities are harnessed and the change made is enriching and sustainable, Like all change and large scale transformations, not planning for how to adopt and enable people to truly get the most out of the tools and the capabilities it gives to the organisation is wasteful – not least of opportunities. The importance of digital transformation adoption lies in empowering your people and improving your business processes to fully take advantage of the opportunities that digital will deliver, for innovation and for exploiting your digital position in the competitive landscape.

The Undeniable Power of Digital

The power of digital transformation in the pursuit of resonance is undeniable, and our highly creative, uniquely collaborative and passionate people work alongside our clients — caring more, telling it like it is, pushing harder to make things happen – every step of the way to anticipate and overcome all the barriers to change.

Digital Transformation embodies the natural and compelling intersection of three capabilities we are so passionate about bringing home to clients – innovation, technology and communications. Great opportunities for transformation, capability growth and influence of your brand converge at these intersects. Gain vibrancy, relevance, reliability through the adoption of platforms that enable your business to take advantage of technology that’s already here, whilst being positioned to take advantage of what is imminent. Through our Innovation and Transformation practices, we help clients foster and facilitate a mindset that is open, ready and agile enough to change in all functional areas. Actively seeking opportunities to create, automate, integrate and innovate, we make your path to growth our priority because growth is staying dynamic, staying alive and thriving. Digital platforms and social media offer clients logical and virtual proximity to customers. Therefore, marketing and organisational thought should increasingly be directed to channels and technology that enable access to all possible interaction points with customers and stakeholders. We help clients counter and conquer the challenge of making this seamless, constant, progressive, positive and relevant.

As a business with holistic approaches to change, implementing these exciting new capabilities for your business is always done with your people and integration with the process and new digital collateral as a priority, hence our unique focus on digital transformation adoption.

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