What is your Brand telling the world?

Let me set the playing field, this is NOT about marketing of an organization. This is about the message you as an organization send to two different stakeholders for your organization. The first is your customer base and the second are your current and potential employees.

Consider this scenario. I recently had to send some critical legal documents from my home in Florida to an attorney in NY. I decided the “safest” way was to send them next day early delivery by one of the largest service providers. The letter went from Florida to Philadelphia and then by some fluke it ended up in London. Before they could return it to the US it went to Germany.

When I called customer service I was told they were sorry about the delay but mistakes happen. I will give them that. But when asked how this could happen no one from executive offices to the customer service representative could explain the results.

So here is my question to you. What does your brand say, when the organization makes a mistake? Is your response that mistakes happen or do you work to try and a) find the reason for the mistake or b) make changes in your processes so that it does not happen again?

Your brand response to these matters of nature have a vital impact on your brand as an organization.Today’s human capital assets seek organizations that care for their stakeholders. I am not suggesting that you need to be in love with them. What we are suggesting is that your organization as part of your culture need to strive to show the world that you at least care about their role in the success of your business.

Jim Collins in Good to Great suggests that the way for your organization to thrive is to have the right people on the bus, the wrong people off the bus and the right people in the right seats. If your management does not see the value in your employees and stakeholders then you do not have the right person on the bus. Management is the face of the brand you and if they are sending a message that these investors inn your organization are just a drag your brand is going to tell the world just that message.

Put yourselves for a minute in the role of the employee or stakeholder and you were confronted with a brand which tells you that we want your business but it has to be on our terms and if you don’t like it go elsewhere. Would your tendency be to stay with that organization or find one that cared about your needs and issues?

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