Aligning a company's people strategy with its business strategy and brand strategy

Jennifer Holland and Jackie Weathers

Journal of Brand Strategy, 2013, vol. 2, issue 3, 245-258

Abstract: Every company, no matter how big or small, faces challenges in earning customers, increasing profits and building value. This paper shares findings of a paradigm in aligning a company's brand and people at every step toward success, while showing how to demonstrate a clear, consistent synergistic level of commitment to brand-building and people-building. The Holland Helix model interweaves the three essential elements for increasing profits — business, brand and people — in an integrated approach to operationalise a brand in order to build its value. This highly strategic model incorporates a methodology and process to grow systematically nearly any business; it helps in overcoming challenges — regardless of the company's size. Brand development is a strategic initiative, aligning business and brand strategies to communicate a unique and compelling distinction. The key element, which is too often missing, is a people strategy. With that in mind, every touch point — any time someone comes in contact with a business, whether internal or external — is examined.

Keywords: people strategy; employee engagement; brand strategy; alignment; small business; culture; brand success (search for similar items in EconPapers)
JEL-codes: M3 (search for similar items in EconPapers)
Date: 2013
References: Add references at CitEc
Citations:

Downloads: (external link)
https://hstalks.com/article/2234/download/ (application/pdf)
https://hstalks.com/article/2234/ (text/html)
Requires a paid subscription for full access.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:aza:jbs000:y:2013:v:2:i:3:p:245-258

Access Statistics for this article

More articles in Journal of Brand Strategy from Henry Stewart Publications
Bibliographic data for series maintained by Henry Stewart Talks ().