Why do companies fail, time and again, to implement strategies, programs, and initiatives? Whether it’s a brand strategy, process improvement program, or customer service initiative, great ideas and initiatives fail resulting in disappointment and wasted budgets.
The reason why . . . employees either don’t understand the strategy, or they simply don’t want to commit to it because it does not fit their agenda and therefore, they don’t do it. Either way, these employees don’t buy into the strategy.
Employees must understand the brand concepts and the beliefs, benefits, and behaviors required to do them. Next, employees must be committed to doing the brand concepts. Beyond giving lip service in a meeting or at a company event, employees must really believe they can and should hold the same values of the organization and do the behaviors to demonstrate those values. Finally, employees must actually do the brand concepts that are relevant to their role in the company. They must take action!
Implementing a brand strategy is about doing, not saying, the brand. In Truth 8 you will find a path for getting employees to buy into your company strategy. This includes:
- A step-by-step approach for integrating the brand strategy into hiring and performance management systems by documenting and measuring Brand Competencies™ and brand-based behaviors.
- A process for recognizing and rewarding individuals who witness and do “on-brand” behaviors.
- An approach for celebrating successes and sharing failures with the entire organization, leading to great learning opportunities.
This is a must-read chapter for any company serious about leveraging the brand to infuse a culture of accountability into the workforce.