Aligning a company's people strategy with its business strategy and brand strategy

Every company, no matter how big or small, faces challenges in earning customers, increasing profits and building value. This paper shares findings of a paradigm in aligning a company's brand and people at every step toward success, while showing how to demonstrate a clear, consistent synergistic level of commitment to brand-building and people-building. The Holland Helix model interweaves the three essential elements for increasing profits — business, brand and people — in an integrated approach to operationalise a brand in order to build its value. This highly strategic model incorporates a methodology and process to grow systematically nearly any business; it helps in overcoming challenges — regardless of the company's size. Brand development is a strategic initiative, aligning business and brand strategies to communicate a unique and compelling distinction. The key element, which is too often missing, is a people strategy. With that in mind, every touch point — any time someone comes in contact with a business, whether internal or external — is examined.