A this point, you have probably invested a great deal of time, energy, and emotion into establishing your Brand Identity. You have a Vision, and after exhausting debate, finally have a Mission Statement everyone can agree on.
This Identity has influenced everything from Operating Standards, Professional Grooming Guidelines, Verbiage, Brand-Specific Collateral like business cards and stainless-steel tumblers . . . anything that screams in your loudest Brand Voice “This is who we are!”
Beautiful. So, what are you doing to protect your Brand Integrity?
Your Brand is based in part on tangibles that you offer, such as product, function, location, amenities, etc. Loyalty to your Brand, however, will reflect the intangibles, an intuitive connection between those seeking your services, and those providing them.
No coincidence, this is where protecting Brand Integrity begins – with your employees. Here are Four Tips to Protecting Brand Integrity:
Choose the Right Talent
Having the right talent, in the right place, at the right time is critical to the success of any organization. When it comes to protecting Brand Integrity, having talent that will do the right thing at the right time is even more important.
This is not a simple case of personal integrity, such as cash handling, but comes with similar responsibilities. It is essential to select talent that will embrace the higher purpose of your Brand, that will be engaged, developing a deep and personal alignment with your Vision and ultimate objectives.
Protecting Brand Integrity and creating loyal customers begins with an actively engaged workforce.
Commit to Curating Quality
Curating Quality is an uncompromising commitment to performance perfection based on three beliefs:
· Standards are standards, they are not suggestions,
· Quality is sustained through accountability,
· Active Accountability requires the consistent presence of a leader, physically and emotionally, in the service or performance environment.
Presence is a key concept in Curating Quality, as it implies someone that can provide direction, offer guidance, feedback, and recognition, as well as inspire continuous improvement toward exceeding expectations.
Create A Culture of Storytelling
When you have pride in yourself, and pride in your affiliation with a great team, you want to talk about it.
A Culture of Storytelling must be established from Day One and nurtured throughout a person’s employment. Sharing stories brings your Brand culture to life, promotes a sense of place, and drives a connection to something larger than “Self”.
This involves sharing the intention behind your vision and strategic plans. Relating an authentic perspective allows the staff to bubble elements of that intention into their interactions with customers. There will be a sense of pride and confidence that transitions a basic service or performance opportunity into a shared experience . . . a memory.
Trust is the foundation of our strongest relationships, and the driving force behind our final tip: Invigorate Empowerment.
Empowerment communicates your trust in the team to protect your Brand Integrity. Like a parent giving a new driver the keys to the family car, this doesn’t come without its share of apprehension.
But trusting in your team begins with trusting yourself, to select the right talent, be present to hold them accountable, share stories relevant to your culture and vision . . . then let them drive the car.
If you have practiced due diligence, everything they do will reflect their alignment with your overall Vision and ultimate objectives.
And that will be a great reflection on you.