| | More
of the Same in 2009?
by Mike Wagner
2008
is all but a memory. So, what lies ahead for your organization
in 2009?
 Will
your top salesperson be pleading, for the tenth time,
for you to consider lowering prices in 2009?- Will
you begrudgingly commit to another print ad or radio
spot announcing discounts, sales, or rebates?
- Will
your CFO bring you another quarterly report indicating
profit margins have shrunk yet again?
- Will
you scour efficiency reports hoping your operations
manager has found another way to cut costs?
- Will
another customer complaint be routed to you because
your front-line people just don’t care?
- Will
your Director of HR inform you another one of your
brightest, best, and most creative employees is leaving?
Leaders
often deal with these types of everyday business challenges...
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Brand
Challenge:
Is your most important resource
(your employees) contributing at their full potantial?
Challenge: Instead of focusing
on your employees, start by evaluating the effectiveness
of your leadership by answering the following questions:
- Have
I effectively communicated our brand to the entire
organization?
- Have
I visibly demonstrated my commitment to our brand?
- Have
I communicated to each employee how they contribute
to our brand?
- Have
I resourced my organization to deliver on our brand?
Leaders
sometime point the finger at "those people"
for a lack of performance when they need to be looking
in the mirror. Take time to critically evaluate your
effectiveness as a leader and take corrective action.
It's one of the simplest ways to start improving your
organization's brand performance.
Ask
the Rabbit
Q: After reading
last month’s “Ask the Rabbit” column, I realized we
don’t make many promises at my company and we will be
changing that. My question is about consequences. Should
we explicitly state the consequences if we do not live
up to a Brand Promise? You know… “Pizza in 30 minutes
or it is free.”?
A:
There are always consequences
for breaking Brand Promises - whether or not they’re
overtly stated to the customer. Failing to deliver on
Brand Promises (and not resolving the issue quickly
and completely) results in lost clients – clients who
tell others about their experience with your organization.
The most powerful recommendations, and condemnations,
are by word of mouth.
While
not essential, if you do offer a consequence, make sure
it’s one you can fulfill and makes things right with
your client. While a guarantee may give them some extra
peace of mind, the goal is never to break a Brand Promise.
Step
deeper into the rabbit
hole and learn
more about White Rabbit Group’s services. |
|
Revisit
this Christmas classic through the lens of a Brand
Owner.