I’ve always been interested in design. Designing is not skill I have developed, but I like the academic aspect of design and how design conveys messages to those who view it. We attach labels to design. Consciously or unconsciously the design of a product or a brand tell us a lot about it – and that is why we employ designers to articulate that message in words, colour and images.
One of the things I talk to clients about is how their people live the brand. Is there a match between what you want your customers, clients and prospective employees to see and what your people deliver? Or is there a great, gaping chasm?
Recently I was part of a conversation where a senior executive of a well known company was being questioned about the service in a local store. The customer was not happy with the service she received and was taking the opportunity, in a social setting, to voice her disappointment. The senior executive’s role is a long way from what happens on a day to day basis in locally operated stores, but in the customer’s eyes he was responsible for providing the service she expected from the brand. Before we knew it there were a number of people participating in the conversation, all providing examples of times they had also been disappointed. The executive could only nod and agree. When we receive service that is less than what we expect most of us think less of the organization involved. Many will also blame the individual, but regardless of where we think the fault lies, it will affect whether we do business with them in the future.
Our expectations are often developed by a relationship with a brand – the brand promise.
The discussion with the senior executive highlights the problem that well known brands and organisations can have. How can they make sure that everyone delivers to that promise?
Branding is a marketing concept, associated with distinct product and service offerings and with the company itself. It is also a valuable way of thinking about the people practices that will develop the workforce to best deliver what your organisation needs.
So when you spend time and money designing your brand, think also about allocating resources to designing the people practices that will deliver on that brand promise.
By Shona Glentworth, Director – Implement and Associates Organisational coaches, trainers and consultants www.implement.co.nz