Infiltrating your brand message into your own organisation
Your brand has core values it must deliver against, and does your team consistently deliver that? You might spend hours debating the issues raised by your communication campaigns with your agency but do you give the same attention to what your staff are saying?
Talk to your clients and find out what core value matters to them. I assume the product quality is always great. High quality. Innovative. Industry leading. But your team may not offer the same. For the client it might be being on time. It might be a contact report of discussions. It might be monthly reviews. It might be staff being well presented. It might be being available after hours. And remember that the core value must be communicated in the same way by everybody; Driver. Warehouse supervisor. Customer Service Desk. Delivery vehicle. Representative and Salesman. And you, the Managing Director.
Every component of your brand message must reflect your core brand values. Every time. Every place. By every person. Consistently. Repeatedly. Always the same. No exceptions. Ever.
Your own staff are unquestionably your own most effective spokesmen/women. And their communication must be measured by more than simply what they say. First listen to what your customers say. What does your client feel is important? Then watch your team and see what they deliver. If that is the same, consistent message, great. If not?
Garth has over 20 years’ experience marketing dominant brands in South Africa, established multinational and local start-up brands in Saudi Arabia, Dubai and the GCC. A scientist and teacher by training he has learned his craft experientially with from mentors from a traditional FMCG background. Garth is an integrator by nature; bringing the best of the brand, the people and the environment together to maximise the brand position, its success and profitability. In his unique manner he has assisted a number of brands to reach their full potential. He enjoys the mountains; walking and mountain biking. If you would like to explore how Garth might assist you in maximising your brand, you can connect via LinkedIn or garthsu@gmail.com