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See What I'm Saying?
by Steve Vaught
 "It's in here." declared the CEO as he pointed to the side of his head. "I just can't seem to get my leadership team to understand my vision for the company."
He was clearly frustrated and had been wrestling with this problem for some time. A vision unfulfilled is worse than no vision at all. Performance Branding is about aligning your entire organization around making that vision a reality.
Image branding deals with logos, taglines, brochures, and ads. This task is often outsourced to...Read complete article >
Brand Challenge:
Who is accountable for your organization's brand performance?
No, not your logos and taglines - those reside in your marketing department. Performance Branding is about delivering remarkable customer experiences that "blow your customers' hair back", make them want to come back for more, and tell everyone they know about your company. Who is taking responsibility for that?
Answer the following questions to see if anyone is truly accountable for your organization's brand performance:
- Who has taken the time to communicate across the organization what constitutes a "win" with a customer?
- Who is equipping employees with the tools (knowledge, resources, and latitude) to create remarkable customer experiences?
- Where does the finger point when there is a breakdown in the customer experience?
Many companies lack clear accountability when it comes to brand performance. They hire good people and hope they do good things. Yet, no one properly communicates what winning looks like and equips employees with tools to be successful. Then, when the leaders' expectations are not met, they point a finger at the employees.
Leaders of Performance Branded organizations continually communicate the vision and work with employees to make that vision a reality. Why? Because leaders are ultimately accountable for their organization's brand performance.
Ask the Rabbit
Q: My management team all seem to be heading in different directions. How do we all get on the same page?
A: It is maddening as a leader to have a vision that isn't fully shared and acted upon. Without alignment, there will always be uneven results and inconsistent performance.
To get everyone "rowing in the same direction" a leader must:
Be clear - Define, describe, tell stories, personify and creatively repeat the same concrete message over and over again.
Be simple - Complexity leads to indecision, no decision or bad decisions. Focus on outcomes.
Be disciplined - As their leader, you must reach agreement on who are your "must-have" customers, your promises to them, and what will differentiate you from your competitors.
Getting everyone on your leadership team agreeing on and leading to these crucial elements is essential to the success of any organization. |
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Starting in January, join White Rabbit Group online for a monthly presentation with insights and tips to keep your organization moving forward.
Each month we will explore a different topic with time for Q & A.
Check back next month for January's topic and how to register. |
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12/10: Woodward Communications
12/15: Accumold
12/16: CIRAS Workshop - Altoona
12/17: CIRAS Workshop - Davenport
12/22: Keystone Laboratories
12/25: Merry Christmas
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The Fifth Discipline
The Art & Practice of The Learning Organization
by Peter M. Senge
T his revised edition of Peter Senge's best selling classic is based on fifteen years of experience in putting the book's ideas into practice. The leadership stories in the book demonstrate the many ways his core ideas, which seemed radical when first published in 1990, have become deeply integrated into people's ways of seeing the world and their managerial practices.
Find out more >
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