Your brand has core values it delivers against. Does your team deliver the same? Do you give attention to the message your staff are delivering?
It is always good practice to know how your team, your stakeholders, your customers and consumers perceive your core brand values. Research that. Listen to your team and stakeholders. Talk to your clients and find out what they believe your core values to be. Remember that they will be exposed to your brand communications and the message delivered by daily contact with your team. Their perception will be created by interaction with your accounts people, your warehousing teams, your drivers, your advisory services responsibles, your front desk reception, your sales management and the individual sales people.
Let’s assume that they have no concerns about product quality, pricing and regularity of supply. The product quality is always great. High quality. Innovative. Industry leading. And they get what the order, on time.
Does your team offer the same?
For the client it might mean meeting starting on time. It might be a contact report of discussions. It might be monthly reviews. It might be staff being well presented. It might be being available over weekends and after hours. It might be the challenge of a sales target and the rewards and recognition won by achieving that target.
Whatever those values might be, it is often that that sets one business apart from another! It is those that add value, that make the difference!
Those core values must be communicated in the same way by everybody; driver, warehouse supervisor, customer service desk, delivery vehicle, front desk reception, telephone operator, sales management, salesman, and you, the Managing Director.
Every component of your brand message must reflect your core brand values. Every time. Every instant. Every place. By every person. Consistently. Repeatedly. Always the same. No exceptions. Ever.
Your own staff are unquestionably your own most effective spokesmen and women.
And their communication will be measured by more than simply what they say. First listen to what your customers say. What does your client feel is important? Then watch your team and see what they deliver.
If that is the same, consistent message, great. If not?
About Garth Sutherland
Garth Sutherland has an extensive multicultural understanding.
He has worked with local brands (creating independent strategic positions) and international brands (integrating the international brand vision with the local demand to optimize the “on the ground” brand presence). His strengths include bringing a strong strategic focus into all aspects of marketing delivery, working with multi-agency perspectives, independent thinking & implementing with a consistent and practical teamwork focused delivery.
If you are looking to maximize the strategic value of your brand opportunity, Garth is the ideal resource to task.
You can contact him on +971 (0) 50 459 2536 or at garthsu@gmail.com
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