First, You Must Understand Operational Branding...
They say the most expensive words in business are “That’s how we’ve always done it.” If this is your mindset, you may be losing a lot of money. Today exists a time of great opportunity and non-traditional innovation, a majority of which is being spear-headed by millennial entrepreneurs.
Nearly 67% of millennials are looking to capture seats on the entrepreneurial scene and their businesses account for over $1M in average annual revenue. The one commonality as to why this paradigm shift is even possible lies in one word, disrupt. It is increasingly becoming more prevalent that disrupting the status-quo can lead to tremendous opportunity and success in business. This environment of disruption presented a tremendous opportunity for the ‘operational branding powerhouse’, a.k.a. The Business and Brand.
Operational Branding is the alignment of business operations and brand marketing strategies, leading to a maximized ROI for clients. According to Entrepreneur Magazine, among others, two of the top reasons for business failure is poor marketing and lack of a solid business model. Operations and marketing and teams often work in silos, which lead to a disconnect in the brand messaging and the customer experience. This disconnect is what our company addresses. By collectively analyzing where a company is on both fronts, we’re able to develop and implement customized strategies that combine optimized operations with targeted brand marketing efforts. These comprehensive strategies allow for clients to ultimately grow their businesses.
3 Ways Operational Branding Fills the Void
1. Decreases Waste and Expenses
Cost is one of the most important things a business owner is concerned about; specifically, operating costs and cost associated with goods sold or COGS. These two figures, among others, derive from the core of the business, the business model. The initial portion of the operational branding methodology is to evaluate the core of the business model, which identifies the operational inefficiencies and process issues. Therefore, the business’ core model and operations can be evaluated and restructured for optimal efficiency.
2. Strengthens Your Brand Credibility
Have you ever seen a commercial or ad showing a happy and friendly employee but when you arrive at the store, the employees you encounter are the exact opposite of happy or friendly? What about that strikingly professional-looking logo or website, but when you finally encounter the business, the company’s team, services or actual business doesn’t reflect the same level of professionalism? Brand consistency directly impacts your customer’s experience. It’s also the portion of operational branding that figuratively ‘closes the loop’. It ensures that what you’re portraying to the world is consistent, whether physically or digitally. This means having a fully optimized and high-functioning website that will deeply resonate with the target audience. Additionally, things such as: brand colors, logo consistency, team member uniformity and business card quality, to name a few, would be evaluated.
3. Increases Revenue
Without sales (revenue) a business is dead. Aside from cash flow, revenue is one of the main numbers that clearly depicts the financial performance of a company. There are many ways to increase or affect revenue but with the operational branding method, increased revenue is a benefit of a company being at maximum operational branding efficiency. By solidifying the business model, ensuring operational efficiency and portraying brand consistency companies are able to be distinguished from their competition and capture a larger market share.
Traditionally, operations and brand marketing stand alone as separate components in business. Our methodology strategically pairs the two and reshapes how companies view business operations and brand marketing. With our combined efforts, The Business and Brand stands alone as the premiere operational branding firm in the country, actively disrupting the industry of small business consulting. By working with dozens of startups and small businesses, as large as $15M in annual revenue, our company has first-hand insight into the struggles and pain points of this segment of the business industry, small businesses – Making up 99.7% of the businesses in the United States. By having a collaborative approach to aligning business operations with brand marketing strategy, companies are able to experience a reduction in costs, widespread brand loyalty and increased revenue.
Our cohesive approach allows us to not only combine the two components seamlessly, but it allows us to remain industry agnostic and serve a broad range of clients; some of which include: Healthcare services, health and wellness clinics, professional services firms, government contractors and hair and beauty companies. Ultimately, when businesses ensure maximum operational branding efficiency, they’re able to fully optimize their business operations and clarify their brand marketing messages, leading to long-term business growth and sustainability.
The Business and Brand Divisions
Designshow Marketing focuses on brand marketing clarity and consistency across all fronts, for small businesses. From logos, websites and business cards to brand strategies and social media management. Their focus - - Clarify, Design & Execute.
The Hight Effect
The Hight Effect focuses on what are known as the ‘hard skills’ in business. The nuts and bolts of what makes a business a business. It’s model. Our core principles of Education and Enterprise™ mean we specialize in nothing more than providing entrepreneur-based education and learning resources while guiding entrepreneurs through the process of building a sustainable business.
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By Terrence W. Hight, Jr., EMBA
Co-founder and CEO of The Business and Brand
CEO of The Hight Effect