On Brand Podcast: Building Brand Alignment Internally and Externally

Align Brand Strategy and Customer Experience

InnerView’s Focus to Help Companies Better Align the Strategies of the Board Room with Their Customer Experience

“We’re the BASF of brand story. We don’t make it but we bring it life.” This analogy perfectly captures the inflection point where Christopher Wallace has built his business. InnerView helps marketing teams take the brand from the boardroom to the customers on the front line. This isn’t as easy as it might sound at first. We discussed all of this and more on this week’s episode of the On Brand podcast.

Listen to the full conversation between Chris Wallace and On Brand host, Nick Westergaard here.

Episode Highlights

“We’re professional translators. We take what marketing is doing and deliver it to the customer.” InnerView has staked out an interesting position in the critical space between marketing who develops the brand strategy and sales and customer service who brings it to life.

“People are recognizing that this is something you have to get out ahead of.” I asked Christopher if InnerView was called in earlier in a brand launch or after a less than successful launch. He noted that previously, they were brought in more to clean things up. Lately, marketers have been proactively reaching out to them. “Marketers are recognizing that this is something you don’t want to fall down on.”

What brand has made Christopher smile recently? Recently he and his team were in Atlanta and used the Fairfield Inn near the airport as their base of operations. He had nothing but raves about the staff and experience. It also perfectly illustrated everything we’d talked about during the interview about brands being aligned from top to bottom.

Nick Westergaard serves as lead strategist on all consulting, marketing, and training projects. He is the author of the books Brand Now: How to Stand Out in a Crowded, Distracted World and Get Scrappy: Smarter Digital Marketing for Businesses Big and Small and is host of the popular On Brand podcast. Nick also teaches at the University of Iowa’s Tippie College of Business.