Brand Process Management
Transparency and Continuity
It takes powerful tools to transform a brand’s promise into profitable practice and ensure consistently high quality. These tools are high-performance processes. More precisely, marketing processes that are integrated to manage communication across multiple channels. And business processes integrated to adapt organizational, functional and content-related structures in order to deliver the brand experience effectively.
Optimized marketing processes enable communication to be integrated and automated step by step. Optimized business processes ensure that traditional and innovative sales channels are perfectly dovetailed.
Optimized Marketing Processes: Basis for Integrated, Automated Communication
Optimized marketing processes go beyond today’s “costs down, delivery up” directive; rather, they provide a sustained improvement in marketing’s efficiency and effectiveness.
Each step is optimized – beginning with the concept for a campaign, continuing with the production and provision of images, artwork, copy or product data and finally ending in a regional, national or global rollout based on market-specific requirements, product versions and milestones.
Together with marketing departments and their agencies we compile a company-wide set of processes for integrated communication.
We provide a modular kit of plans and instruments tailored for maximum flexibility and adaptability during rollout. This includes, first, a high-level master plan delivering a synoptic view of the project's status and anticipated execution; second, cross-linked channel plans, which show in detail all duties and deliverables; third, offline and online tools designed to aid in centralized marketing management, multi-team resource planning and short- and long-term status queries.
Speaking of IT, improved marketing processes not only lead to more efficient workflows but help to specify requirements for systems like PIM or MRM suites. Moreover, well-defined processes serve as a platform for transformation into a digital enterprise.
Once the process landscape is harmonized and fully integrated, business rules, triggers and events can easily be set up across all channels, personalization techniques can be applied and overall marketing automation can be pushed forward to enhance marketing effectiveness dramatically.
The upshot is potential savings in a double-digit percentage range; moreover, more targeted messages boost customer acquisition rates and sales.
Clear-cut processes raise confidence within the teams, make it easy to take on board new members even in mid-project, and permit problem-free outsourcing of precisely defined job packets. Plus, they are the basis of effective marketing management and supervision.
The benefits of integrated processes and enterprise marketing management: up to 15% increase in customer loyalty and value, up to 40% savings in campaign and marketing costs, up to 75% lower costs of customer acquisition
Optimized Business Processes: Prerequisite for Multi-Channel Retail
While optimized marketing processes provide consistent communication of the brand, its products and its services across all channels, coordinated business processes enable the company to deliver accordingly at all touch-points down the line: before purchase, at the time of transaction, when it comes to services and warranties and finally when customer care and loyalty programs become effective.
Obviously, the optimization of business processes never starts from scratch. Most OEMs run marketing and CRM platforms, operate reliable dealer networks and consider launching flagship stores, experience center and online sales.
However, heading into multi-channel retail and facing the transformation into a digital enterprise, there is a formidable challenge – to open up independently-grown structures and systems again and to link them functionally and technologically to an integrated value chain.
In our experience this task can be accomplished best when two initial requirements have been met: first, senior management has a substantial stake in the harmonization of people, processes and IT. And second, the workforce is involved in optimizing departments, workflows and applications.
Of course collaboration cannot replace training or support. But it can and does foster greater transparency, acceptance and motivation. All of these are prerequisite to perceiving a business realignment or transformation no longer as a threat, but as the appropriate strategy to ensure a successful future.
Business process optimization is based on three imperatives we follow to protect and build on earlier investments:
1. Integrate existing business logics and IT environments
2. Use established notation practices
3. Maintain proven documentation standards
At Systemic Branding we dig deep to uncover processes and patterns – and empower people to understand and improve what they are doing day by day.
To generate acceptance and impact, we collaborate closely with the client’s teams at each stage of our work. When we take stock of existing resources, workflows and systems. When we spotlight snags and interruptions, trace ramifications and subject everything to a careful procedure of optimization. When we specify requirements for software and IT. And when we finally implement the changes that our work sometimes implies.
Each project is embedded in a change management program that takes along all stakeholders and supports them until all the improvements are made.
More Revenue per Employee
People-centered businesses generate + 26% more revenue per employee.
Brand Process Management: More Certainty, More Output
Our specialists are thoroughly experienced both in marketing and business process management – and therefore well equipped to analyze, remodel and develop projects up to certification level in both areas of expertise. And we provide of course any support required to implement all these processes safely and reliably.
1. Empower people
Provide certainty of action to present employees; enable new team members more rapidly
2. Raise productivity
Keep complexity manageable; improve performance
3. Minimize redundancy
Avoid doubling up; maximize continuity
4. Optimize resources
Streamline timelines and budgets; manage assets across the firm
5. Embrace digitalization
Accommodate changes in key media; promote automation