When Internal Alignment Is Holding Back Your Business

The sky’s the limit. The future is full of opportunities. Until internal alignment becomes a dark cloud that prevents your business aspirations from being realized.

What happens when the brand is ready to grow and thrive, but there is no internal alignment from leadership about where the business is going? Nothing. The brand is paralyzed by competing visions and nothing happens. And a lack of decision making due to misaligned leadership is a problem that will hold up your business.

Strategy Without Alignment

A brand strategy is hard work and involves a tremendous amount of collaboration. When it’s clear that your brand needs to make a change in order to stay competitive and relevant, a brand strategy will articulate the shifts needed to grow and thrive. A brand narrative will clearly explain where the brand is going – what makes it different and special now and in the future – and gives your brand the launching pad to get there.

But if your leadership team doesn’t share the same vision for the business trajectory, it’s impossible for the brand to embark on the journey of transformation. Oftentimes, it’s not until businesses engage in developing a brand strategy that they uncover the depth of the misalignment. Before any progress can be made for the brand, the business needs internal alignment.

Focusing On Alignment

When you need to create momentum around your brand, internal alignment is the clear answer. The challenge arises, however, when leaders in your organization aren’t willing to share their honest vision for the brand. Sometimes leaders hold on to their vision as a form of intellectual capital – if the vision furthers their personal agenda for success it might be strategic to pursue it in a silo. Or other times, the vision is only shared with a select few as a power play to keep others at bay. Or general poor communication creates lack of trust and therefore reticence towards an open and honest dialogue about the future of the brand. Regardless of why leaders aren’t sharing a common aspiration for the business, overcoming the misalignment for the betterment of the brand’s future is critical.

Leaders Unite

Leaders must have clarity around the brand’s purpose in order to focus on making any strategic shifts. There must be agreement from all the key stakeholders in an organization about what the brand stands for and how that maps to the business. Since getting alignment involves teamwork and breaking down silos, a third party can be extremely useful.

Path to Purpose

At Emotive Brand, we’ve been on the front lines working with disconnected leadership and know all too well the challenge of articulating a clear brand strategy if there are competing views about the business plan. We developed Path to Purpose as way to bring executives together in a collaborative workshop series that aims to identify, articulate, and align leadership around the purpose of the company. By doing so, we help create internal alignment around the business strategy and map the brand strategy to it.

Our workshop paves the way for a corporate purpose statement and identifies the shifts your business should consider making in order to live its purpose more authentically. When you’re ready to push your brand beyond its stagnant state and truly reach its potential, you need a brand strategy with a strong purpose statement. If developing a brand purpose seems like an insurmountable obstacle due to a misaligned leadership group, consider Path to Purpose as the key to unlock your brand’s potential.

Emotive Brand is a San Francisco brand strategy and design agency.