Transformation through Brand / Transformational Branding
Why is the role of the brand in transformation so important and how does it support companies? The brand creates a connection with all employees; it provides orientation and certainty in turbulent times. This is a huge pillar of support, because no company these days is safe from volatile economic circumstances, constant challenge, competitive pressure from globalization, and the advance of digitalization. Leaders and employees are faced with countless change and transformation processes, where the brand can also take on a central position. Nevertheless, its power is still frequently underestimated.
Once the brand strategy is firmly in place in a company and employees and leaders are well informed about the brand values and positioning, there is nothing to stand in the way of brand-conform activity. When boundaries are clearly outlined, the brand gives orientation even during complex transformation processes.
It is important that the brand promise is consistently conveyed at all brand touchpoints and that customers feel understood – but are not aware of the drastic changes leaders and employees are coping with.
This happens for example when customers buy a Mercedes without concern, trusting the brand because of the peak performances it delivers – while at the same time the automobile industry is battling dramatic transitions like electric mobility, climate change, digitalization, smart cars, a possible "iCar" or Google's driverless car.