How well does your business use the intelligence it gathers at its branded interface?
Do you harvest information from social media?
Do you understand how customer relationship management data can be used by the business?
Do your customer metrics, link to the business metrics?
Most importantly, is this all built around the emotional connections to the brand?
If you do not have this all in hand, your brand would be leaking value and missing opportunity.
Before you venture further, develop a Branded Relationship Architecture for your business that makes the link between the customer and the business.
I have included a Relationship Architecture model below, that I have developed and used over a decade with Australia’s top 40 companies. This model can be used to scope the relationship architecture requirements to integrate across all channels and branded touch points.
Hearts and Minds