The Importance of Company Alignment

You have a great product or service and an enthusiastic team, and your company’s alignment is important to create the necessary messaging and positioning that is needed to convey your branding. Round up the troops and work on aligning your brand with the company’s values and operation. Here are some key areas to review and procedures to implement:

  1. Alignment of Image – Standardize all logos and branding materials so that your company has a cohesive look and feel. Is your logo recognizable?  Keep your images in a readily accessible, centralized location for your entire team. Standardize templates and marketing collateral as those materials are important in how you represent and present your brand.  Ask yourself tough questions.  Are your customers, employees and suppliers seeing the same image of your company? Is it a positive image?
  2. Alignment of Values – Most companies have a vision, mission and core values. Make sure your team knows and lives by them. Your values should be on your website, on your meeting agendas and placed on the wall of your company if you have a physical location. If your company experiences significant changes, particularly in growth, make sure that your vision and mission is updated to reflect the current company. Additionally, your company’s evaluation process and Key Process Indicators should directly align with the company’s values.
  3. Alignment of Operations – Branding is not just an external image of your company; it should have an internal focus as well. How you communicate with your customers, employees and vendors should be in sync. Operational alignment allows for a smoother workflow and, therefore, efficiency. Your team should stay educated on any changes to their working conditions and policies such as healthcare and any paid time off. This alignment creates happier, loyal workers.
  4. Alignment of the Organization – Once you are no longer the only person in your company, alignment discussions should take place between you and your team. The company looks to the leadership team to set strategies and to trickle down the company goals to all employees, partners and suppliers. Andre Lavoie, contributor to, has some tips:
    • Role Alignment – employees should be aligned with their job functions. All employees should not only know their role, but should be clear on the role of other employees in the organization. This should be reflected in the evaluation process.
    • Goal Alignment – ensure your employees’ goals are aligned with the overall company’s goals, mission and values. There should be quarterly or periodic checks to ensure that everyone is on the same page as the company moves forward.

Focus on alignment and continually audit all aspects of your process. When alignment is off in any area of your company, your messaging, goals, culture and procedures become cumbersome – one good symptom of misalignment is that both employees and customers start to look for ways to work around a process. Focus on transparent and easy communication both internally and externally.


Patrick Coughlin is a Senior Marketing Analyst at Consultants 2 Go.