Wednesday, 19 April 2017
DINOSAURS, TERRORISTS AND A FIGHT ON A PLANE
Was it a fight? A terrorist? Drunk passenger? Nope. It was just a normal guy being dragged off of a plane because the airline overbooked the flight. He was trying to get home – that was his crime. This is what the storyline looked like for every passenger on United Flight 3411, and then again for every person in the world who doesn’t live under a rock. Today’s corporations better wake up! The old dinosaurs that don’t think brand matters better wake up before they become extinct. Brand drives everything! Brand drives everything! Brand drives everything!
Every company is one employee mistake away from a brand crisis. What do you do when your personal or company brand is in crisis? When you make a mistake and you recognize it – immediately apologize. Simple, right? Nope. Nothing is that easy. An apology, a real apology, means you don’t give excuses and you immediately do what you can to show you are going to make right the wrong.
Slogans, brand statements, value statements and mission statements mean nothing without training and explanation. The purpose of a brand is to establish value within and outside of the company – allow everyone associated with the company to share who they are and to communicate the brand in every single communication be it non-verbal, written or spoken. Brand creates consistency, trust and ensures brand success. When employees know what the brand means for them, in their daily interactions, it will build the brand and create a message that holds up the brand creating a solid foundation. This enables people to say it was a one-time mistake versus assuming mistakes happen all the time.
The most important person who should know and live the company brand is the CEO, followed by every member of the C-suite. Even the board of directors needs to know the company brand or their advice is going go lead to failure. Brand training would have taught employees what ‘genuine concern, warm and friendly’ meant when dealing with one another, the public and their customers. Brand training ensures that everyone knows how to handle all types of situations.
United should follow these steps:
You may have a written brand, mission statement and/or brand attributes. Do your employees know what that means for them at the corporate headquarters as well as in the field? The answer 90% of the time is not only do they not know what it means for them, but they have no idea what the brand even is. Failure is certain in those cases.
What does your brand attribute…
If you don’t know what your brand is and cannot immediately share it – you haven’t defined one and you are allowing your employees and your customers define it for you.
Southwest knows its brand – have you seen the brand reviews? WOW. Read pages 26-27 of the Southwest magazine from January 2017. The story about the little girl – authentic, genuine, brand confirming and you can’t make that kind of stuff up. This happens all the time – the employees know the brand and they are empowered to communicate the brand. They are the leading brand in the air and an example for us all.
MODA Image and Brand Consulting has been helping companies communicate their brand, executives become relevant and employees become Brand Ambassadors for over 10 years. We would be honored to serve you.
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Posted on 04/19/2017 11:21 AM by Mila Grigg | CEO
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