A Bottom-Up Approach

We live in an interconnected world and building a strong and authentic brand has become more important than ever. Companies are realizing that brand strategy goes beyond marketing campaigns and external messaging. It is about creating a consistent and genuine communication across every touchpoint, and this starts from the bottom to the top of the organization. In this article, we will explore the benefits of adopting a bottom to top approach in brand strategy and why employees are the key representatives of the brand at every level.


Authentic Communication

A bottom to top approach in brand strategy ensures that the brand’s messaging and communication are authentic and aligned with the company’s values. By involving employees in the development of the brand strategy, companies can capture valuable insights and perspectives from those who intimately understand the organization. This approach helps to create a genuine brand narrative that resonates with both employees and customers, fostering a stronger emotional connection.

Employee Engagement and Ownership

When employees are involved in shaping the brand strategy, they feel a sense of ownership and become more engaged in their roles. They understand the importance of their contribution to the brand’s success and feel empowered to act as brand ambassadors. By empowering employees with the knowledge and tools to represent the brand effectively, companies can create a consistent brand experience across all customer touchpoints.

Consistent Brand Experience

Customers interact with a brand through various touchpoints, including customer service, sales representatives, social media, and more. When employees embody the brand values and consistently deliver on the brand promise, it creates a cohesive and memorable brand experience. A bottom to top approach ensures that employees understand the brand’s essence and are equipped to represent it accurately at every customer interaction, thus strengthening brand loyalty and trust.

Trust and Credibility

Customers are increasingly discerning and seek authenticity in the brands they choose to engage with. By adopting a bottom to top approach in brand strategy, companies demonstrate transparency and honesty, building trust and credibility. When employees authentically communicate the brand’s values and deliver on promises, customers perceive the brand as trustworthy, increasing their loyalty and likelihood of recommending the brand to others.

Internal Alignment

A bottom to top approach fosters internal alignment and a shared sense of purpose within the organization. When employees understand and embrace the brand strategy, they work towards common goals, collaborate more effectively, and make decisions aligned with the brand’s values. This alignment extends to all departments, from customer service to product development, ensuring a seamless and cohesive brand experience throughout the customer journey.

Adopting a bottom to top approach in brand strategy is essential for companies looking to create an authentic and consistent brand experience.

Final thoughts

By involving employees in the development and execution of the brand strategy, companies can ensure that the brand’s values, messaging, and promises are communicated genuinely across all touchpoints. Employees become the representatives of the brand, embodying its essence and delivering a consistent brand experience to customers. This approach strengthens trust, builds credibility, and fosters employee engagement and alignment, ultimately leading to long-term brand success.