A Start to Building Your Company Brand
In last week’s Comanche Marketing, we asked: If a brand is what they say it is, how do you get them to say what you want them to say? We answered: Behave your way to what you want them to say.How do you do that?
Behavior is driven by our values and beliefs. Every action your company takes toward the market, which in this case is every entity you, your people and business touch, needs to follow a designed set of values and beliefs.
“I don’t want to hear any excuses! It’s hot and I want my air conditioner fixed today!”
Mrs. Jones is hot and irritated.
If “Respect” is one of your designed core values, your service technician knows exactly how to respond. You have carefully laid out how you want everyone in the organization to behave when it comes to respect. When everyone follows this behavior in a consistent manner, your company becomes known for treating people with respect.
If your company doesn’t have a designed set of values and beliefs, it’s best to take small steps and start off with one or two. Involve your coworkers. There’s a good chance that you are already living these values and beliefs. If your organization operates with integrity and respect, talk about them, define them and put it in writing. Continue to talk about them until your coworkers can recite your written definitions. And then keep a spotlight on your desired values and beliefs by recognizing coworker’s actions that relate to them, particularly when it comes to positive reviews from your customers.
It’s okay to list your designed values and beliefs on your website.
But it’s more important to live them day in and day out. If you want people who come into contact with your company to have a favorable and even WOW! opinion, begin by living your designed set of values and beliefs.
Actions speak louder than words.
A company’s values and beliefs are part of its culture. If a person asks your coworker to describe the environment, the culture at your company, she’ll reply with a feeling from her gut. Your culture is a person’s gut feeling about the company’s environment. In What is Your Brand? we identified a brand as a person’s gut feeling about a product, service or company.
See how your brand relates to your culture?
In a recent Contracting Business article titled “How to Design a Company’s Culture”, Service Roundtable CEO Matt Michel, illustrates the pathway to a designed company culture. Matt says, “Culture is too important to just let it happen.” The same is true when building your company's brand.
There is more to branding than behavior.
But this is an excellent place to start. Branding is a cumulative set of things including your logo, website, service, trucks, communication and much more. We’ll explore these topics in the future here at Comanche Marketing.