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
Impact of collaboration quality on CVM team results
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.
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
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