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| Time to Party? by Mike Wagner |
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"We want to celebrate wins around here, but no one really knows what a win looks like.” confessed the CEO during a recent consulting engagement.
This
client understands celebration is important for the morale of the organization.
They even had a beer tap installed in their break room for just such occasions.
However, the tap is seldom used. Celebration might be important but it’s
also a rare occurrence within this organization.
Unfortunately this scenario is common in companies without a strong brand. Too often we see people working hard at their jobs and not knowing if their efforts contribute to the organization’s success. How can you celebrate a win if no one is sure what one looks like in your organization?
Defining a win is instrumental in building a strong brand and that starts by knowing what you promise your customers - or simply put, your Brand Promises. Knowing your Brand Promises will tell you three important things about a win in your organization:
When to celebrate – When individuals, departments or the entire organization deliver on your Brand Promises, it is time to celebrate. That may not mean a trip to “the tap” but it should involve positive recognition to reinforce any action which delivers on your Brand Promises.
When to keep working – Brand Promises are a great tool for measuring your organization’s performance against your customers’ experience. Failing to fulfill any of your Brand Promises means it’s time to keep working.
Who to invite to the party – Individuals who deliver on your Brand Promises must be praised and their contribution celebrated. Creating an environment within your organization where individuals know how they contribute to the company's overall success begins with your Brand Promises. Connect the day-to-day efforts of your employees with the fulfillment of your organization’s Brand Promises.
Lack of clarity about what constitutes a win for organizations is one of the major roadblocks to building a strong brand. Remove that roadblock by defining what you will promise your customers and start celebrating those wins. You've earned it!