In the new marketplace, trust is no longer seen as an after-effect of a good product, but as a deliberate outcome of operational excellence and business alignment. Most every business struggles with the concept of “invisibility” because we typically see ourselves as having a brand that is just painted over as a mere veneer. If our systems by which we serve our customers and handle quality and service inquiries aren’t aligned with our brand, then we have no integrity. Therefore, true brand identity emerges as a function of having our “who we are” from the outside reflect our “how we work” from the inside. Operational excellence to me means providing a systematized approach to excellence so that every interaction that the consumer and our business have is a good one an approach that drives a sense of security and trust for the consumer to abdicate and become a loyal and die-hard advocate for our brand every single time.

To ensure there is a clear bridge between operations and identity, as in the case of every business process, there must be an effective brand strategy to serve as the blueprint. This strategy essentially outlines the “why” behind your operations, and the operations outline in detail the “how” you plan to achieve your goals. Without a strategic identity as a guiding force within your operations, your operations may be fragmented and, in turn, lead to customer experiences that seem almost robotic in nature. Having operations without a strategy is, in effect, nothing more than making lofty goals and ideals, only to see them achieve nothing in the way of being realized. To have trust as an essential component in any operation, there must be a clear alignment between your operations and your essential business values. This way, your identity is not merely an icon on your business website but an actual experience delivered by your efficient service and effective operations. When your operations and strategy function in harmony, your business is made visible, valuable, and most importantly, trusted.