It has become clear that, in today’s world, marketing departments cannot work and be effective on their own.

Collaboration is fundamental to getting messages across.

However, the key is not only in internal cooperation but also in communicating and working together with external stakeholders.

In his interview with Ben Kaplan for TOP CMO, Brad Audet, CMO of Mazda North America, highlights the role close relationships with car dealerships played in the brand’s strategy to build the best service possible.

To push forward a customer-centric approach, it is essential to cover all fronts that contribute to clients’ experiences.

Learn all about why building a common spirit that resonates with all stakeholders and leads to a stronger brand is so important below!

1. Faithfulness

Defining core values in any company is no small feat. It requires deep introspection and conviction.

That is why upholding these beliefs is crucial to building the brand you or the founders truly strived for.

Such commitment ensures that the brand remains rooted in its core values, maintaining a strong identity and connection with its audience.

Insincerity can be smelled from a mile away, and it should be a business’ goal to remain credible and authentic. 

Customers who have forged relationships with your brand also share your beliefs, and maintaining your loyal base is crucial for growth.

Fidelity becomes a guiding force, ensuring that every aspect of your operations reflects the spirit and values that defined its inception.

This becomes especially true when your company is global and needs to remain consistent internationally.

2. Consistency

Constancy isn't just a branding tactic; it's a fundamental philosophy essential to business triumph.

The mentioned faithfulness should be sought both in every branch and across the board. From leaders, employees, and colleagues, to franchises, customers, and partners.

The goal is to create a brand identity that is not only recognizable but also unwavering. 

Consistency also becomes a promise to both internal and external stakeholders, fostering a sense of trust and reliability.

By embodying a consistent brand identity, your business stands out in a crowded market, establishing itself as a steadfast and enduring presence.

As your operations expand, this principle will become tougher and tougher to control. 

It is of essential importance that your stakeholders don’t just comply because you may be watching, but because they truly believe in your mission.

Make sure they believe enough to foster the same environment within each division, department, or, especially, franchise and dealership  –where customer experiences matter the most–. 

3. Enhancement

Alignment among all parts of the business is beneficial for everyone. 

Stakeholders like investors and leaders will be positively impacted by faithfulness and consistency that cater to loyal audiences and attract new customers.

But the most important repercussions are related to the clients themselves.

Collaboration becomes particularly crucial when there’s a distance between corporate and end customers, who usually interact with franchisors or dealers.

This reality makes it necessary to actively collaborate with these intermediaries, who are not just partners but key contributors to the overarching goal of enriching the overall consumer journey.

At the heart of your brand’s strategic vision should be an unyielding commitment to the perpetual improvement of customer experiences.

Not only may a higher-quality interaction lead to a more likely conversion but it will also help you stand out in saturated markets where it’s top service and attention to detail that differentiates brands.

Having franchisors or dealers who truly understand the backbone principles of your company, believe in them, and actively communicate them to clients will help you forge tighter relationships with them, no matter the distance.

Maximizing satisfaction

Unity and shared values are not easy to achieve.

The bigger your company gets, the less you will be able to manage how every single thing is done.

It becomes essential, when training, hiring, or establishing business relationships, to foster an environment where your principles aren’t just a rulebook, but the true guiding compass behind every decision.

Reaching that level of collaboration will benefit everyone involved.

Your faithfulness to the founding stones will lead you down the path of authenticity.

Your consistency across the entire team will prove your reliability.

And your commitment to enhancing customer experiences will help you stand out.

These qualities have helped Brad Audet steer Mazda towards a path of enduring success with big wins for a challenger brand.

Clients are satisfied. Investors are satisfied. Leaders are satisfied. 

You are satisfied.

‍

‍Ever thought about creating your own thought leadership content? At TOP Thought Leader, we amplify new and established voices so they can become pioneers of their generation. Get in touch with us and embark on your journey!