People, Brand Stories and self-destruction
A hot topic!
One of the current hot topics in business is that of Brand Stories and their importance in developing sustainable results. Brand consistency throughout the business is of vital importance. It only takes the smallest of deviations from the brand story and long term damage can be the result.
Clearly the biggest risk to this all important brand consistency comes from the fallible humans required to work in and on the business. In a recent survey at a series of networking events and talking to a number of HR professionals, it was quite clear that brand story and continued brand integrity did not feature that much if at all when it came to recruitment and selection. Only 1 in 76 spoken to had even considered the role of profiling and brand integrity.
Directors, as custodians of the brand, should really include appropriate checks when recruiting and or selecting for promotions; those on their short lists need to have the right stuff. This is something that profiling can have a major role in. This one action has no downside, it can, however, prevent brand value self-destruction!
It’s time to make Profiling part of Brand Management
Leaders and staff are the faces of your brand, many of them will be your front line and the first example of your up close and personal brand story. It is their job to show the world what your business stands for. With that in mind, I am sure you would want to know their true work-style their Emotional Intelligence soft skills and areas for development, right? I can’t tell you how important that human connection to the brand story is. It’s not important how big or small you are, 150 plus or a one man band, the rules still apply. Yes, that does mean the individual can assess themselves and self-improve if that’s their mindset!
Each individual, from the CEO to the cleaner, has a role to play in the relationship your brand has with your customer. Who you hire, what they stand for and how they fit into and enhance the brand story, is an important responsibility. One that is made easy by work-style profiling either at the point of hire or better still at the point of hire and then annually as part of the review and development process.
Masters of the art are out there right now
Let me give you an example, over the last few months I have been connecting with a coach, even the best of us need a little help from time-to-time. This particular coach works on her own and has a great brand story. When she verbalises her journey and the journey of her brand, it is quite inspirational. The inspiration leads me to reach out to her for some coaching. A few days later I got a handwritten personal note from her, keeping the brand story very much alive and creating in me an even greater desire to build the relationship and add her to my list of suppliers I would gladly refer on.
Take some time to think
Ask yourself these simple questions – How do you and your team uphold the vision and values of your business? How do you hire for the values not only the skills needed? How do the actions and words you and your team use make people feel?
How do you and your team uphold the vision and values of your business? How do you hire for the values not only the skills needed? How do the actions and words you and your team use make people feel?
How do you hire for the values not only the skills needed? How do the actions and words you and your team use make people feel?
How do the actions and words you and your team use make people feel?
This really can be a game changer for businesses of all shapes and sizes. If I had a magic wand I would wave it now and you would all decide to use profiling that is aligned to your brand story to give you accurate and values insight into the soft skills making up Emotional Intelligence, so important in brand integrity. Not forgetting the valuable route-map for future development the reports would give you.
As always if you would like more on this, you’ll discover I am willing to take your call talk (No gatekeepers here, it doesn’t fit our brand story) with you and give free advice and opinion, it is after all my passion!