Many business leaders have lost touch with a critical fact:
The financial performance of your business is intrinsically linked to the strength and consistency of your corporate story.
If your story is delivered inconsistently … financial performance suffers. However, when your story is clear, compelling and consistently delivered throughout the customer experience … top-line and bottom-line results thrive.
Why do we believe many business leaders have lost touch with this fact? How else can you explain the lack of strategic time, energy and investment the C-suite puts into the development and delivery of a consistent corporate story?
Most companies treat their story as nothing more than words on paper and activate their story in an ad hoc, disconnected manner.
That is a problem. If your corporate story is going to drive financial performance, the messaging development and delivery process has to matter. The C-suite has to deliver that message loud and clear throughout the organization.
It is important to remember that your message is not an ad. It’s not a slogan. It’s not the message on your website. It’s the story delivered throughout the customer journey, across all channels and every touchpoint. Yet, why do business leaders look for the quick win when it comes to getting their message in the market? They launch a new campaign or website … and they think the work is done. Then, they wonder why financial metrics aren’t moving in the right direction.
Business leaders have to redefine what the finish line looks like. Landing on a clear, compelling and consistent message is just the starting line.
Today, the customer experience is the battleground upon which business is won and lost. The customer experience is made up of so much more than just a new website or campaign. The fact is, it takes the full organization to deliver a clear, compelling and consistent corporate message throughout the entire customer journey.
In the modern business world, if business leaders want their corporate story to have a material impact on the financial performance — that story must be infused throughout the customer experience. It must be consistently activated inside and outside of the organization.
That’s Your OnMessage Minute.
