Stewarding the Corporate Brand

At the Pacesetter stage, stewarding the corporate brand is about using brand as a lever of enterprise transformation. This involves using brand to ensure consistently authentic, on brand experiences with your company at every stakeholder level. It requires systematically identifying and closing gaps through rigorous management systems and collaborations across the company. It also adds a “performs like” element to your enterprise brand platform.

What You Do

1. Instrument key touchpoints.
   • This augments moments of truth with many more touchpoints to further shape the stakeholder’s experience with your company. Often these touchpoints are digitally instrumented, with applications that ask for feedback in the moment and feed advanced social media analytics.
2. Apply brand to culture.
   • Use the definitions, measurements and management systems that close the gap between brand and reality, in combination with related management systems, to define, measure and transform the organization’s culture (see Culture Progression Path) to ensure that employee behavior is on brand.
3. Apply brand to societal value.
   • Use the definitions, measurements and management systems that close the gap between brand and reality, in combination with related management systems, to define, measure and enact the organization’s societal value system (see Societal Value Progression Path), to ensure that the company’s impact on society at large is on brand.
4. Establish and participate in a management system for detecting issues in real time (ideally, predicting them) and responding to them in an on brand manner. This builds on the collaborations formed earlier to influence moments of truth.