Branding your Organization

Branding your Organization

What is your brand? For many, a brand may be viewed as merely a logo or a tagline. But given the countless brainstorming meetings and amount of effort put into creating the values and vision for the organization, why do they end up as nothing but decorations on walls and in marketing materials?

Utilizing your Brand
An organization’s brand is its culture. It is a set of expectations on how people should behave and identifies the values and vision of how the organization should function. However, when your culture is used only as a decoration, there can be detrimental effects on the overall organization.

Attraction and Retention — While there are millions of companies in the world, your brand is what makes you stand out. Especially now, in the world of Millennials, being transparent in your values and vision will help to attract and retain the talent you want. According to an article from Forbes, Millennial are looking for more than just a place to work. They want a place that they can believe in and one that will give them meaning. If the branding you advertise on your walls don’t match your organization’s actions, Millennials are not afraid to leave and find something that will better resonate with them.

Engagement and Morale — Aligning your brand not only affects your ability to attract and retain outside talent, but had huge impacts on those within your organization. We’ve work with many organization and workplace conflicts usually results from the lack of accountability in the workplace. Everyone has their own way of doing things and there isn’t consistency. As a result of this, employee morale and commitment tends to decrease, leading to disengaged employees.

When employees are disengaged and unhappy, this can affect clients and customers.

Productivity and Profitability — It’s hard to motivate people to do something — let alone do it well — when they don’t believe in the cause. We once worked with an organization whose employees would complain to customers about the poor environment of the organization. Actions taken by the organization didn’t line up with the supposed culture, and eventually, employees simply stopped caring about the organization. Product and service quality dropped. People were quitting left and right. It was a mess.

Now, as a customer, you don’t want to hear this. It shatters the credibility of the organization and you’re going to seek out another organization that is more “put together.” And if employees and customers are all leaving, your profitability is shot.

Building your Brand
A great brand is created when who you are is aligned with and reflected in the promise you make to your customers. Most organizations fail to see that connection, but successful companies see that the branding starts from within.

Define your Values — Oftentimes, values stem directly from the leader’s personal values and goals. Where do you want to be? How do you want to achieve your goals? How do you create an environment that will support this?

Strategize — Once these values are discovered, they must be operationalized throughout the organization. this process becomes an opportunity to get people to struggle with how they will live and implement the values. More importantly, operationalizing the driving values allows people to align their hearts and minds to the organization.

Creating your culture — As you change your culture and align people with the values, it then impacts the formation of your brand. That alignment will drive an internal commitment to the brand and organically shape the organization’s identity, purpose and direction.

When you take the time to focus on your culture, your brand will naturally take place. By having this strong foundation, you are able to present yourself consistently internally and externally. This, in turn, will help to retain the people you already have, while attracting outside talent who resonates with your brand. In the long run, this will help you in maintaining a strong pool of loyal customers, employees and talent to support organizational growth and profitability.

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