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How to Leverage Executive Branding to Bridge the Gap in Cross-Functional Brand Strategy Alignment

Does everyone in your organization understand the company’s brand identity? Effective brand strategy alignment across various departments is crucial for sustained success.

of marketing leaders say that branding is critical to growth, and I cannot understate that brand strategy alignment across various departments is more critical than ever.

As a marketing leader, your role extends beyond traditional marketing functions; you are the steward of your company’s brand identity. However, achieving coherence in brand strategy across diverse departments can be challenging. 

This is why executive branding is a potent tool for fostering alignment and coherence within the organization.

Meet Sarah, a seasoned CMO leading a renowned tech company. Despite her marketing prowess, Sarah encountered a persistent challenge: a disconnect in brand strategy execution across departments. While product development pursued innovation independently, sales prioritized short-term gains and customer service focused solely on issue resolution. 

The result? Incoherent brand messaging, fragmented customer experiences, and missed opportunities for growth.

Recognizing the urgency of the situation, Sarah decided to leverage executive branding to align her team and the entire organization around a unified brand vision.

The Power of Executive Branding

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Setting the Tone from the Top

Sarah understood that executive branding goes beyond mere personal reputation. A company’s leaders embody the organization’s values and vision.

She empowered 12 key executives to articulate their personal brand in alignment with the company’s ethos and set a clear example for their team to follow.

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Driving Cultural Alignment

Sarah recognized that strong executive brand can serve as a rallying point for organizational culture. Consistently embodying and communicating the brand’s values through this initiative inspired alignment and cohesion among employees across departments.

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Building Trust and Authority

As the face of the brand, these leaders’ executive branding efforts enhanced the company’s credibility. This credibility translated into enhanced employee trust, fostering collaboration and commitment to the brand’s strategic objectives.

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Facilitating Cross-Functional Collaboration

Armed with a compelling executive brand, these executives became a catalyst for cross-departmental collaboration. Leveraging their influence and credibility, they encouraged dialogue and alignment, breaking down silos and fostering brand strategy execution.

Amplify Your Efforts with Executive Branding

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Impact on Employee Engagement:

Executive branding drives employee engagement by providing a clear sense of purpose and direction. A Gallup study found that organizations with highly engaged employees achieve 147% higher earnings per share than their competitors.

With this alignment in place, employees will be more willing to share brand messages on their social media, which, according to Forbes, will earn 561% more reach than the same messages shared by the brand’s social media channels and eight times more engagement. This is a win-win scenario in all aspects.

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Customer Perception and Loyalty:

A report by Edelman revealed that 64% of consumers worldwide identify as belief-driven buyers. By aligning executive branding with the brand’s values and purpose, CMOs can cultivate a loyal customer base that identifies with the brand on a deeper level.

Moreover, what you say and stand for matters.

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Revenue Growth and Market Perfomance:

Executive branding is the linchpin in aligning brand strategy with customer expectations, driving revenue growth and market performance.

Harvard Business Review found that companies with a strong alignment between brand promise and customer experience achieve three times greater shareholder returns than their competitors.

Personal Branding for Leaders

The secret to Scaling Reach & Driving Impact

The role of the CMO now extends far beyond traditional marketing functions. With increasing complexity and competition, executive branding is a strategic imperative that you can leverage to bridge the gap in brand strategy alignment across departments, driving organizational coherence, employee engagement, and customer loyalty.

As Sarah’s story illustrates, the power of executive branding lies not only in personal advancement but also in shaping the collective identity and trajectory of the entire organization.

The Story of Sarah:
A CMO’s Journey

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