Does your company deliver on promise?

 Business strategy is brand strategy. When your employees are enthusiastic and committed to your brand, they will communicate the brand strategy to your customers. When your customers expectations are met, it will lead to customer loyalty and increased sales. When your employee experience matches your customer experience, then you will have brand alignment. In other words, when you do what you say you will do. When you deliver on promise you increase brand equity. 

Brand Alignment issues with Co-operative Bank

 It was reported in the press this week that the Co-operative bank will be taking on the mortgage book of Sainsbury’s bank. This is seen as a positive move by the Co-operative bank, but there is a brand alignment issue that will need to be addressed. The Co-operative bank has no ties with the Co-operative group any more, but people will still assume it has. Until the bank changes its name there will be an association with the Co-op group. People will expect the same ethical standards associated with the Co-op group. Will what the bank tries to say, be aligned with the customer experience?