Monday, 23 January 2017
Revenue is declining.
I have been called in after companies have spent large budgets on marketing and advertising, but the returns have been anemic and the investment deemed a loss. Why? Great marketing only works when the company brand is solid internally as well as externally. Marketing cannot hide or fix brand problems, but brand can fix marketing mishaps.
I have sat in on boardroom meetings where CEO’s explain declining sales and revenue while searching for answers. They have great products - some even have a list of core values, but market share is declining and sales are dipping.
What is the solution? It does not matter if you’re a company of 100,000 employees or a company of 1. Brand Drives Everything - leadership, management and employees from top to bottom. Every company that works with you needs to know your brand and how to communicate it. You need more than a Brand Guide – Success is found in a Brand Guide that educates, inspires and transforms behavior and thinking. Effective brand guides share what the Brand is, why it is important and how the brand should be worn, spoken, written and shared in all verbal and non-verbal communication. Do you have a brand guide that builds value, transforms new hires and holds management accountable? Does your brand guide lead your marketing and sales teams? Your brand is your secret weapon - does every employee and vendor associated with your business know how to use your secret weapon?
I have found the answer is ‘no’ more than 90% of the time. Two issues consistently arise in our discovery phase – companies fail to develop brand guides or they fail to communicate what their brand guides mean for each employee. Branding isn’t simply a step to check off a list – brand guides should act as the filter for every single person associated with the company. Consistency in behavior and actions create trust – they also create a consistent environment allowing people to thrive.
We recently spoke with a company who had acquired two other competing companies. They didn’t have a plan for communicating with their employees who they were, how they now needed to be represented under one brand and what that meant for communication between each other. Disaster is certain without sharing your brand and training everyone on what it means.
CEO, marketing czar and downline management genius - take time to create and build an effective brand guide that increases sales, eliminates HR disasters and is the foundation for great marketing programs. If you do not know how, then call on MODA Image and Brand Consulting. We are the only company that helps businesses and individuals to reflect the brand from the head to their toes, from the boardroom to the commercials and from the CEO to their newest employee. Your long-term success depends on your understanding that BRAND DRIVES EVERYTHING.
Contact us today for more information on Personal Brand Coaching, Fashion/Image Consulting,
Image | Brand | Fashion
Posted on 01/23/2017 12:08 PM by Mila Grigg | CEO
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