3Bs Alignment: Business, Brand, Behavior
We might be familiar with 4Ps as a key element to develop marketing strategy. But as you know that it’s quite a tough time for business during the Covid-19 situation, so many organizations have considered using Brand Management through aligning Business, Brand, and Behavior (3Bs) to maintain their business growth and income. When challenges arise, it’s time for this concept to come into play. So we would like to walk you through some of the key elements of this model with the hope that you guys will get some new ideas to develop and leverage your business.
What is 3Bs
3Bs stands for ‘Business’, ‘Brand’, ‘Behavior’
Normally, 4Ps (Product, Price, Place, Promotion) is considered as a key strategy for any marketing plan. But the concept of brand management through aligning Business, Brand, and Behavior (3Bs) can provide more insights from brand management to possibly its performance.
This model aims to build the alignment of 3Bs depending on your business; B2B or B2C. It can help companies develop a common understanding of purpose and goals. So brands are not only an external promise to customers but an intention to execute business strategy through internal brand-led behavior and culture change.
To align Business and Brand, we need to know what business and brand purpose/ promise is. For the behavior, culture needs to be aligned in order to have the right behaviors that bring the brand to life. You need to think about your brand as part of your culture. Therefore the alignment is to “connect the dots”.
Benefits for 3Bs alignment.
- Faster decision making
- Effective staff allocation
- Increased employee engagement & collaboration
- More efficient resource management
- Greater comprehension for stakeholders
- Accountability at all levels
- Minimized waste
- Higher success rates
Why is it important?
Internal brand engagement is recognized as a leading indicator of external customer-based brand engagement. If employees don’t understand what the brand stands for, or don’t believe in it, it will not lead them in making the right move and they don’t know how to react appropriately. So everyone must be informed and be on the same page of the brand purpose and promise. When they understand the company goal, their individual duties will contribute to the entire organization. It helps employees feel motivated and productive to provide more value to the company and customers.
Written by: Sertis