Business processes provide direct pathways for creating and delivering value to customers. Processes such as product creation, order execution, distribution, complaint resolution etc. have direct impact on customer experience, asset productivity, costs, and employees perceptions. Customer experience is brand image. Employee perception is internal branding of the company and its market offerings. Employee perception is directly shaped by how well various buisness processes run across the organization.
If you see any gap between how your company should be known and the way it is being perceived by customers and employees the causes will be found in your business processes.
Aligning business processes with your ‘wish’ branding and improving them is therefore very crucial.