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Purpose of functional area #
Role of branding function as understood here is to create and maintain a compelling visual and textual representation of products and the brand as a whole, providing ready-to-use materials, tone of voice guidance, and messaging.
Inputs: How it impacts CVM #
- Strategic branding decisions influence customer perception and engagement, impacting the effectiveness of CVM campaigns by harmonizing with specific CVM initiatives.
- On operational level branding team provides the brand book assets, visual and tone of voice guidance for all customer communication, user experience in channels etc.
- Branding team may produce assets related to new major CVM initiatives
CVM work related to function #
- CVM uses branding elements to ensure targeted campaigns and communication in offering is appealing to the customer base.
- CVM team may need to prepare draft inputs for the branding team on the assets related to new major CVM initiatives and implement the received assets in their campaigns
- Making sure communication templates etc are aligned with the brand visuals
- CVM team may need to communicate brand messages to existing customer base by incorporating them in the most suitable Moments of Truth.
Outputs: How CVM impacts this area #
- CVM may detract from the brand value by misusing the brand assets or improvising without aligning with the brand team
- Mistakes made by CVM team (e.g. errors in campaign texts) will be highly visible in the market and may create embarrassing moments for the overall company brand – therefore appropriate risk management & review process should be in place
Key handshakes to consider #
Alignment with branding team is needed to support customer segmentation and targeted communication:
- Utilizing customer insights to tailor brand messaging for specific segments.
- Collaborative creation and evaluation of marketing campaigns
- Continuous feedback and adjustment of branding elements based on customer engagement and response data.
- Review of outgoing communication to eliminate brand risks
Impact of collaboration quality on CVM team results #
LOW – lack of alignment with Branding team leads to impoverished communication that will detract from the overall customer experience but will not result in dramatic under-performance.
