6 rules for successful re-points: create a stronger brand & customer experience

Building Brand Trust

The current rate of change in the the world of business is enough to make your head spin.

To keep up, organisations often need to adapt and transform to stay competitive. This adapting and transforming is what I call a ‘re-point.’

Re-pointing typically involves re-positioning, re-structuring, re-focusing, re-productising or re-branding your business. This aligns it with ever-evolving market dynamics.

For over two decades, The Team has successfully navigated these challenges. We’ve done this by embracing Proposition Engineering™.

Proposition Engineering™ is a proven approach. It transforms customer insights into innovative ideas and value-driven propositions.

Let’s explore the six rules for successful re-points to create a stronger brand and exceptional customer experiences.


Rule #1: Refocus the Organisation

6 rules for successful re-points: create a stronger brand & customer experience

To begin a successful re-point, it’s essential to refocus the organisation. You do this by redefining the brand purpose and goals. (I recently talked about both brand and financial purpose).

It involves aligning financial discipline, operational excellence, leadership and marketing strategies.

When you clearly define your brand’s purpose and establish measurable goals, you ensure a unified direction. You also gain a greater sense of purpose throughout the organisation.


Rule #2: Restore Brand Relevance

6 rules for successful re-points: create a stronger brand & customer experience

To remain competitive, organisations must restore brand relevance.

You do this by gaining a thorough knowledge of your market and adopting a needs-based market segmentation approach.

When you understand customer insights and align them with your brand promise, your business can deliver products and services that meet customers’ evolving needs.

This rule emphasises the importance of staying in-touch with market dynamics and always delivering on a brand promise.


Rule #3: Reinvent the Brand Experience

6 rules for successful re-points: create a stronger brand & customer experience

Innovation and renovation are key to reinventing the brand experience.

By continually seeking ways to enhance the total brand experience, organisations can create compelling and differentiated customer value.

This rule covers aspects such as marketing strategies, fair value pricing and delivering exceptional customer experiences across multiple touchpoints.

Reinventing the brand experience means that customers have a consistent and memorable interaction with the brand.


Rule #4: Reinforce a Results Culture

6 rules for successful re-points: create a stronger brand & customer experience

Building a results culture involves establishing measurable milestones and implementing a balanced brand-business scorecard.

When you set clear targets and align them with recognition and rewards, you’ll enable a culture of accountability and drive continuous improvement.

This rule emphasises the importance of tracking performance and celebrating achievements to reinforce a results-driven mindset.


Rule #5: Rebuild Brand Trust

6 rules for successful re-points: create a stronger brand & customer experience

Brand trust is a cornerstone of long-term success. To rebuild brand trust, you must commit to both internal and external behavioural changes.

This involves aligning employee actions with brand values and promises. It also means addressing any issues that may have eroded trust among customers.

Rebuilding trust requires consistency, transparency and a genuine commitment to delivering on promises.


Rule #6: Realise Global Alignment

Global Alignment in business

If you’re operating on a global scale, achieving global alignment is both fundamental and crucial.

This rule calls for a comprehensive plan that covers the six P’s: People, Purpose, Promise, Principles, Presence and Positioning.

By aligning these elements across different markets and regions, you ensure a consistent brand experience and amplify global opportunities.

Note: it’s important to provide “freedom within a framework” to accommodate local market nuances and adapt to cultural differences.


What’s the point?

What's the point of business alignment?

The point is this: organisations must be prepared to navigate change and adapt to evolving customer expectations.

These six rules for successful re-points will help your business to:

  • re-focus your organisation
  • re-store brand relevance
  • re-invent the brand experience
  • re-enforce a results culture
  • re-build brand trust
  • re-alise global alignment.

These rules provide a roadmap for businesses.

They’ll guide you as you create stronger brands, deliver exceptional customer experiences and achieve sustainable growth in a rapidly changing marketplace.

And so I encourage you to embrace Proposition Engineering™, it is transformative.

We can your support your brand as we’ve supported countless others for 40 years.

Let’s get the ball rolling, shall we?