Your brand differentiates you from others. It also because of your branding that customers seek you out amidst piles of other similar products. Brand strategy therefore is crucial to your business.
Thus, companies think of ways to develop a brand and sustain it. Perhaps, not many know that Six Sigma is also a versatile, effective framework for connecting executive goals (business strategy), marketing communication (brand promise) and management (operational activities).
An article on iSixSigma discusses how Design for Six Sigma’s DMADV for brand strategy.
| Table 1: Adapting Design for Six Sigma’s DMADV for Brand Strategy | |
|
Design for Six Sigma |
Brand Six Sigma |
| Define the project goals and customer (internal and external) deliverables. | Ensure that operational activity is delivering on the competitive advantage and customer expectations created by the brand promise. |
| Measure and determine customer needs and specifications. | Determine the measurable extent and scope of competitive advantage and customer expectations created by the brand promise. |
| Analyze the process options to meet the customer needs. | Work back from the brand promise through brand associations and tangible brand attributes/CTQs to ensure that operational building blocks – business goals, organization, processes, administration and metrics – are producing the competitive advantage and delivering on customer expectations generated by the brand promise. |
| Design detailed processes to meet customer needs. | Design and implement the operational building blocks. |
| Verify the design performance and ability to meet customer needs. | Use measurement to verify that the operational building blocks are producing the tangible brand attributes/CTQs contributing to the brand associations and brand promise. |
