Are Internal Barriers Keeping Your Brand From Reaching Marketing Goals?
It is easy to be seduced by new and exciting marketing concepts. Brands get caught up in working with influencers and multimedia ad campaigns, but how much thought do we give to internal processes? No great company has a rotten core – it simply is not possible. For all of the flashy technology and services provided by tech giants like Google, there is an internal structure which promotes productivity and creativity.
With this in mind, we will be reviewing how to utilizing internal data analysis, develop company culture and brand identity, improve internal communication, and identify how corporate thinking can hinder marketing and brand growth.
Internal Data Analysis as a Marketing Tool
There are generally four sources of internal data: sales, financial, marketing, and human resources. While marketing data is certainly the most relevant to well…marketing, it is important to review all internal data to grow your company from the inside out. Successful internal data analysis requires several key components:
- A comprehensive and well maintained database
- Dedicated individuals or groups of individuals to analyze that data
- An environment where that statistical analysis is valued
- An environment where statistical data analysis leads to action
Does Company Culture Impact Brand Marketing?
Absolutely, it does. Company culture, brand identity, and brand personality are as important as ever in today’s business world. This is two-fold when considering both the desires of employees and the expectations of customers. Technology has truly brought the world closer together. This means that even the largest companies are closer to their end users than ever.
Consider the following scenario: a shoe company has finally broken out of the original startup phase and is getting a foothold in the market. A massive internal expansion takes place to provide for the greater volume and demand. Somewhere along the way, the culture which was present with 20 employees is lost. Customer service breaks down, innovative ideas are no longer making it in front of decision makers, and the social media page is run by an intern who doesn’t know anything about shoes.
In this situation, company culture decline will lead to a worse product, lower employee satisfaction, and an inferior customer experience. Company culture cannot be overstated as an important foundation of brand marketing.
Internal Company Communication Breakdowns
Another internal barrier which can hinder marketing performance is a lack of communication. Even small teams can struggle with communication from time to time. Here are some common examples of communication issues with brief solutions on how to make your organization stronger:
Failing to encourage employee feedback. Nobody knows a company better than the employees. Even owners and founders sometimes fall out of touch with the true nature of an ever-evolving organization. Seeking and truly listening to employee feedback encourages organization-wide communication.
No central source of information. Huge companies generally have teams of people dedicated to welcoming in new employees and providing answers to any relevant questions. Smaller companies most likely will not. New employees may be too shy to ask questions and be left in the dust. Developing a hub of information about your brand, workflows, and general day-to-day operations can work wonders.
Neglecting to share (or listen to) big news. Brief editorial time. I worked for many years in the tech department of a mid-size financial company. We would occasionally roll out massive, company altering projects. At these times, either no official announcement was made or the announcement went unheeded. A few weeks later, clients and employees were wondering why the system had changed. Regular department updates and Q&A sessions with all employees are invaluable.
Corporate Mismanagement Hinders Marketing Performance
The final internal issue which may be slowing your brand’s growth is corporate mismanagement. And yes, corporate mismanagement can occur in any sized organization. Here are some of the most common, yet easily avoidable management mistakes which can stifle your marketing efforts:
- Failure to adapt – in today’s business world, there is no room for stagnation. This is true of both internal and external concerns.
- Misuse of company resources – we have all seen situations where certain employees are twiddling their thumbs two desks over, Marsha from accounting is tearing her hair out from being overworked.
- Hesitation to invest – don’t make us say “it takes money to make money”. Investing in data analysis, new technology, and in staffing will all pay dividends if done so thoughtfully.
- Lack of direction – without a strong company culture and mission statement, organizations can find themselves floating through space.
Reach Your Marketing Goals with Clock Tower Insight
Clock Tower Insight helps our clients to build their brands through any means necessary. We believe in using cutting edge research to deliver unparalleled insight and understanding into today’s rapidly changing marketplace. With over 15 years of dedicated experience, our marketing insight has helped organizations including Belle Tire, Nielsen, Orbitz, and Kraft Foods.
We are proud to offer a number of services to our clients, including customer experience management, brand positioning in the marketplace, market sizing, market testing, and more.