When teams move in different directions, companies pay the price—quite literally. Studies show that brands delivering a truly consistent experience across every touchpoint enjoy profit margins that are 20–30% higher than those with a fragmented approach (Interbrand, McKinsey).
The true cost of fragmentation
Yet in many organisations, product, marketing, and sales teams move at high speed—roadmaps are set and campaigns launched—but often without a shared core and direction. The result? Fragmented customer and team experiences that drain real business value. This lack of alignment is more than a minor operational issue; in today’s world, it represents a strategic risk and loss of business value.
Brand equity now accounts for over 90% of the value of Fortune 500 companies—a dramatic increase from just 10% in 1975 (Ocean Tomo). As channels multiply and brands compete for attention, silos and inconsistency give rise to confused customers, weakened trust, and missed opportunities.
Building strong margins and true business resilience begins with a holistic, brand-driven approach that unites people and purpose at every level.
Everything communicates brand
The most effective way to make your brand a genuine driver of company value is to focus on the entire customer experience. At Grow and Open, we believe brand is not just about marketing, a campaign or a logo; it is the sum of every customer interaction—from design, product and pricing to communication and service.
Consistency is key: when your teams understand and embody the same essence and direction, customers experience a brand that feels reliable, authentic and worth returning to. Our philosophy and approach, Deep Brand, ensures that every activity and every team contribute to immediate results and long-term business value.
Start building a unified brand experience
Align on the fundamentals
Successful brands regularly revisit key questions like: Who are we? Where are we heading? What makes us unique? Why should customers trust us? Discussing these with your teams sharpens product plans, aligns messaging, and creates a more authentic customer experience.
Learn from leading brands
- Slack grew rapidly but faced challenges in the enterprise segment until teams were aligned around a clearer story and common goals.
- Airbnb accelerated when “Belong anywhere” became integral to every aspect of the business, beyond just marketing.
Set shared goals and metrics
Breaking down silos means moving from isolated KPIs to shared performance indicators, such as pipeline quality or brand preference. Genuine collaboration develops by tracking what matters to both the customer and the organisation.
Handshakes, not just handoffs
High-performing companies co-own outcomes and support each other across overlaps. Product listens to sales; marketing commits to bold moves; sales receives effective tools. Culture matters just as much as process.
Avoid common pitfalls
- Optimising functions, not outcomes
- Seeing brand as simply “marketing”
- Collaborating too late
- Relying on technology instead of trust
- Ignoring resistance to change
From silos to synergy
It’s easy to get caught up chasing the next quarter’s results. Yet truly great brands look beyond quick wins—they play the long game, balancing today’s needs with a vision for tomorrow. When everyone moves in sync, collaboration flourishes, silos dissolve, and customer experiences become unified and powerful.
At Grow and Open, we believe brand is your ultimate connector that aligns people, strengthens culture, and creates value across the business. Ready to shift from fragmented efforts to collective momentum? We would love to show you how.
Urban Björnström, Copywriter & Concept Developer
