In today’s world, everyone is screaming for attention. To be heard through all the noise, an organization’s brand has become a critical asset. Among many benefits, branding provides visibility, recognition, and an identity. A respected brand has the power to build trust, establish credibility, and align stakeholders.
The same can be true for your XM program.
Competing for attention
How do your employees view your XM program? Is it seen as an important strategic initiative or is it lost in the corporate noise with dozens of other announcements, initiatives, and programs? If you want experience management to be an important part of your organization’s culture, it needs to stand out.
Without an intentional brand, an XM program will often be known by employees as “the survey program,” “the NPS program,” or some similarly generic title. This undermines the value of XM and makes it virtually impossible to drive the action and results you desire. If we want employees to act on customer insights, they need to be aware of your XM program, understand their role, and believe that it is a vital ingredient to the organization’s success.
Establishing an XM brand
Corporations often spend exhaustive time and resources to establish and manage their brand. Fortunately, your task as an XM leader doesn’t need to be nearly that complicated. Coming up with an intentional name and a communication plan are the essential elements. Here are some considerations for establishing an XM brand:
- Who is the audience? For most organizations employees are the primary audience. Internally you want to establish a brand that prompts the attention of employees, promotes a customer-focused culture, and secures the support of executives. Some organizations also feature their XM brand externally to customers, partners, and prospects. Considering your audience is a solid first step. You want to craft a brand that is appealing and compelling for each audience.
- What is your organization’s brand? As you get started it’s important to factor how your XM brand will align with the brand of the broader organization. Most organizations have specific guidelines for the use of their logo, taglines, colors, layouts, and more. It’s recommended to reference this information or even involve someone from your marketing or brand management team when branding your program.
- What’s in a name? A key element (and often the most difficult to develop) is coming up with a name for your XM program. Consider the values of your company. Think about the results you are trying to achieve. Zero in on the type of experience you truly what to deliver for your customers. These should guide you to naming options that are appealing, aspirational, and recognizable. You can even get a group of employees together to brainstorm ideas or develop a contest with a prize for the best name.
- How about a logo? Having some sort of graphic treatment, typeface, or logo can provide additional visibility and recognition. Again, it’s important to reference your organization’s brand guidelines in case you need to conform to certain colors, fonts, or formats.
- Promoting the brand. Once you have defined how you want the organization to recognize the XM program it’s time to get the word out. Look for opportunities to promote your brand in corporate communications, trainings, meetings, and anywhere employees will listen. Repetition matters! Keep getting the name in front of your employees to establish broad awareness.
How can Walker help?
You may have an internal team that can help you establish your brand. However, if you don’t have such access or they are consumed with other projects, you can turn to Walker. Our marketing team can guide you through a process to develop a series of options for names, logos, and promotional plans. We have helped many clients develop a meaningful brand to boost their visibility and enhance their reputation. Just tell your account team that you want to build your XM brand!