THREE TYPES OF ALIGNMENT
The first type of alignment is between what you promise to your customers or clients and what you’ve built your organization to deliver. This is illustrated in Figure 1. It’s imperative that your brand promise match the brand experience of your customers.
FIGURE 1: ALIGNING THE CUSTOMER EXPERIENCE WITH YOUR BRAND PROMISE
FIGURE 2: DIALECT’S ORGANIZATIONAL IDENTITY MODEL
Another way to look at alignment is to look at how well the discrete elements of your organizational identity line up with each other. For example, does the behavior of your employees and the values you reinforce support your declared direction (vision)? Do your processes effectively deliver the value you’re promising your customers? You get the idea. This perspective of alignment is illustrated in Figure 2.
A third perspective on alignment is to ask the question, “Do our employees know who we are and are they living it every day?” And do they understand their role in making who we are come alive for our customers?
Each of these aspects of alignment is important in promoting what Dialect calls “sync”.