The United State of Brand Design Framework™ Methodology & Resource Library
This is the framework for building a Strategic Operating System—aligning product, marketing, and sales around one definition of value so strategy survives execution.
Most organizations lack true strategic alignment.
Product defines value one way. Marketing communicates another. Sales adapts in real time to close the gap. On the surface, everything looks aligned. In practice, strategy fractures as it moves through the organization. Decisions slowdown, execution gets sloppy, and momentum leaks. This is the hidden Misalignment Tax™ most teams pay without realizing it. This framework exists to eliminate that tax.
Phase One: Strategic Alignment
Step 1. Understand Your Target Audience
In order to create and communicate value, we need to know what your internal and external audiences care about. Here, we do the research necessary to learn what their experience is, what their goals are, what their pains are, and what obstacles they need to overcome.
Step 2. Navigate Your Market
Once we understand what your audience cares about, we can use that knowledge to better position the business with value-driven brand, product, marketing, and sales strategies.
Phase Two: Building the System
Step 3. Innovate
At this point your leadership team has aligned on a go-to-market strategy. Having this strategic foundation allows us to explore ideal solutions and drive innovation. There are three areas to consider. You can innovate through (1) product and service development, (2) marketing tactics, and (3) sales processes. Once we have considered and conceptualized the ideal for all three, it becomes our standard and guide for the actions we take next.
Step 4. Train Your Team
To optimize our investments and efforts, we must multiply leadership. We do that by onboarding the rest of your team. We explain the refined strategies to them and enlist their help in planning for execution.
Phase Three: Activating Across Teams
Step 5. Execute Your Strategy
With everyone aligned, we can efficiently and powerfully bring the strategies to life through the development and delivery of value-driven products, services, and experiences.
6. Dedicate the Time
The full benefit of the framework is obtained by committing to it. Give results the time to come. We optimize execution by making incremental refinements, and not getting distracted! Keep your focus and remain on the path. Change only if what your audience values changes.
Go-to-Market Aligned.
Need Help Applying This Inside Your Organization?
If you want support working through the steps of the framework, pressure-testing your strategy, or coaching your leadership team through alignment, I can help. Request a meeting below.
No pitch. No pressure. Just clarity on where you are and what to do next.