Signed up for Dryathlon January?
Determined to implement that strategy/plan/resource overhaul/staff engagement programme?
How does everyone approach the whole New Year’s resolution thing? Enthusiasm, scepticism or trotting along that road to hell: Good intentions?
Time to read: half a cup of detox nettle tea and a handful of goji berries.
Time to implement: 5 seconds…. And a lifetime!
Before you head to that January executive team meeting, just pause and ask yourself a couple of questions: Does everyone in the company know, live and breathe your brand and its values?
The answer maybe a proud and resounding “yes!” After all they’re on the website, in the staff handbook, covered by HR in the induction and of course, ruled with an iron fist by the marcoms team so must be through every campaign like a stick of rock…
Brilliant. Tick those boxes and have another goji berry!
Then just take a moment and really hold up the mirror to the whole organisation.
To help, reflect on the best and worst customer experiences you had through December’s (or November, or October depending on whether you’re a planner or a last minute grabber) festive preparations. Was it a season to be jolly and did you find yourself spending more than you intended in ALDI, John Lewis or Liberty… and how often did you swerve away when it all became … well, wrong: unfriendly; confusing; bad merchandising, convoluted on line check out?
B2C or B2B it’s just as relevant to live and breathe your brand through every pore of the organisation from the customer facing aspects, backwards, forwards and sideways. It’s your organisation’s DNA and essential to your customers and therefore to your business: A business aligned fully with the brand is a stronger business and 22% more profitable (Gallup).
And some pretty clever people have encapsulated it far better than I:
“Your brand is what other people say about you when you’re not in the room.” Jeff Bezos, Amazon CEO and founder
Brand is, “the expectations, unique elements, memories, stories, attributes and characteristics that, taken together account for a (customer’s) decision to choose OUR product rather than someone else’s – preferably at a premium price.” Seth Godin
“Design is not just about what it looks and feels like. Design is about how it works.” Steve Jobs
“The fundamental idea behind an identity programme is that in everything the organisation does, everything it owns, and everything it produces, it should project a clear idea of what it is and what its aims are.” Wally Olins
So, if you have one strong and powerful thing to lead your business this coming year…. Let it be your brand.