Brand Alignment? Consider the Flagpole Analogy

Consider the American flag, waving in the wind at the top of a tall flagpole. In many ways, there’s a brand here with a brand position.

Those looking at the flag identify with many things about the United States of America when they see it. It means something, stands for something, recalls many historical moments and represents present issues that take place as the nation builds and sustains itself. The varying identities with the flag can be known, measured, analyzed, and trended to reveal the present position of the brand called the US.

But for a moment, just consider the flagpole. Let’s say it represents something too, namely the strength and depth required to keep the flag waving in the wind for all to see.

From the top of the pole to the widened base buried in the ground, the flag, as seen by people near and far, relies on the strength of that pole to remain secure so it can continue to do its job. In a way, you could say this represents the idea of brand alignment.

From the unseen support in the ground, to the top of the pole where the flag waves, everything is in line to communicate an idea that people identify with. They see the flag and find the meaning. However, they rarely, if ever, consider how deep the flagpole goes into the ground, whether it is secure by a concrete base, whether the strength of the steel pole will remain standing in all types of weather. But someone has to be thinking and acting on these things if the flag is to continue waving.

Consider that your company’s support of its brand must go deep inside the organization in a very real and practical way. That logo and the promises you make is essentially the same as waving the flag. It means something to them. You have an idea for what that is but is it the same idea your customers have? How well is the company really supporting the brand? How deep does it go for your team? Do internal operations and functions support the brand promise everyday? Is your brand held high and secured by core values, an internal spirit, effective communications, mutual support between sales and marketing, proven customer service? Is your brand treated as your greatest business asset?

We can imagine if that flagpole was only buried six inches into the ground, the flag might find a way to wave for a little while, but when the internal support isn’t solid and secure, who would be surprised to see it fall?

It’s just an analogy, but we see an important meaning in it. The often unseen internal support of your company’s brand must be in line with how your brand is viewed by your constituents. Very likely you already know this and understand the value. The question is, what is your brand reality today?

The unseen facets of your organization can be assessed for how they support your brand, its position within the market and the idea it must convey to those who rely on it. Clearly, something is working or your doors wouldn’t be opening every day. But this is not a question of status quo, it’s a question of continuous improvement, of honing the internal support of your brand by assessing core functions, processes and people, so that your market knows that it knows the truth about what your brand promise is.

Is everyone on the same page? Does R&D communicate regularly and effectively with marketing? Do marketing and sales work in unison? Are the appropriate leaders, managers and staff known not only for their skill but also their personality and character traits that make them the perfect fit for their roles? Does everyone and every team know precisely why your customers buy?

It’s about grasping the true state of interdepartmental communications. It’s about the efficiency of effective, brand-supporting functions, and attending to this level of support with awareness and consistency. Quite frankly, it’s what you're in business for.

When your people and core functions are not in line with how your target markets perceive your brand, customers are very likely confused or unhappy in some way. That means that even though your flag is waving, it is easily sending a wrong or broken message.

Start with WHY and the work to achieve measurable improvement becomes evident.