How does one individual who doesn't reflect the brand of the company influence the company?
Bengals v. Steelers last weekend what a game. There is one player who may have cost the team the win, a chance at the championship and hurt the brand of the overall team. This particular player has been fined in the past for unnecessary roughness, but still refuses to follow the rules. His unnecessary shoulder to head hit to the Steelers player, along with a few other penalties cost the game allowing the Steelers 30 yards without making a single pass and concluded with them making a field goal for the win. The Bengals were winning with less than two minutes to play ALL THEY HAD TO DO WAS HANG ON TO THE BALL! One employee, one poor decision, no brand filter, acting as if they are not on a team had incredible consequences.
As we coach companies and employees about Brand Communication, this is the perfect example. Is there someone in your company who is brilliant yet misrepresents the brand in another way? Just doing your job well is not good enough anymoreâ€¦A brand must be represented from within. The message should come from the inside, the employees, and shine clearly to the outside world. One mistake, one misstep, one wrong word, one poorly written email, one poorly orchestrated event, one bad networking meeting, a bad profile picture, a negative attitude, a less than appealing wardrobe/image, a poor conversation with a client that could cost you the game and the championship.
If you are in the Nashville market you have competition. How do you rise above and differentiate yourself? There is only ONE way to do that Brand Training. Everyone in the company must represent the same Brand message. Consistency is the key to building trust. You work hard all year. Your company makes progress. You start to gain more traction and recognition. Then one employee meets a center of influence greets them poorly and you are sunk. You didn't even have a chance to play the game before you lost it.
Banks, Law Firms, Accounting Firms and Healthcare:
You are in a highly competitive market in Nashville in particular with more competition coming. Does your firm know your brand? If so, have you communicated what that means to your employees? There is a huge difference between knowing your Brand (or thinking you have defined it), and communicating to your employees how the Brand talks, walks, emails, thinks, dresses, networks, speaks to clients, engages, has an intentional tone of voice, blogs and so forth.
What do you think one player's actions cost the team? Is he a great player? Absolutely. What did his great skill gain? Nothing. He didn't understand the brand. The worst part is that he has made these Brand mistakes before, was fined, but had no follow-up from administration.
Who is caught up in the ripple effect of the man's actions?
Players, player's families, endorsements, companies, owners, coaches, players being traded his actions affected everyone. We will never fully know. Does the action/image of one of your employees affect the Brand of your company?
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