| |
Fix Them!
by Steve Vaught
We were seated in the boardroom with the company president and his director of human resources. He had gone into  some detail regarding problems with his department managers.
"They can't make decisions on their own. They avoid problems, or take forever considering options until they finally come to me to tell them what to do. What kind of training can you provide to fix this?
Seeing this situation was much more complicated than the president's short summation, I... Read complete article >
Brand Challenge:
Do you worry about the day to day operations of your organization when on vacation?
Challenge: It is very common, especially in small to medium-sized businesses, for the organization to rely on the CEO or President to drive operations on a day to day basis. When the company is young, this is necessary. However, as the organization matures, this becomes a roadblock to attaining that next level of growth. Ask yourself these questions to see if your company is able to survive when the CEO/President "goes fishing" for a week:
- How many of our leaders can communicate the company's vision, the type of customers we are trying to attract, and what we promise them?
- Are we providing our managers the resources and freedom to lead their departments and deliver on the promises to our customers?
- Do we reward initiative or rely heavily on the chain of command?
As your company prepares to break through to that next level of performance, it is essential more than just the CEO/President carry the company's message and drive the organization. Leaders must be equipped with the knowledge and authority to make decisions, the resources to get them accomplished, and a reward system to promote new ideas.
Ask the Rabbit
Q: I'm the president of a company with about 100 employees. I'm an engineer by training and don't know anything about branding. Why can't my marketing department handle this stuff?
A: Image branding (logos, tag lines, ads, brochures, etc.) should be left to the professional graphic designers, marketers, and advertisers. These messages tell your customers who you are as an organization and invite them to purchase your goods/services.
However, your Performance Brand identifies your sweet-spot (must have) customer and what is important to them - which informs how to remarkably deliver that experience to your clients. This is a job for the top leaders of your company. It is a company-wide initiative which aligns your entire organization around creating and delivering remarkably relevant experiences to the customers who count most. Performance Branding cannot be outsourced. |
|
