Often leaders believe the role of branding is something that the marketing department must manage. The blind reality is the senior management of an organization leads the reputation of the organization’s brand. In fact, C-suite executives are chief brand officers in disguise.
Brand story telling, when done right is a powerful tool to drive the economic performance of your organization. John P. Mackey recognized this when he founded Whole Foods. He created the Whole Foods “Declaration of Interdependence” outlining his purpose, vision and values for all to see. These founding principles drive the retail experience we see in the marketplace today. This brand remains authentic to selling the highest quality organic and natural products. It started with a powerful brand story.
The best brand stories work from the inside out. We all recognize a highly motivated work force delivers better customer satisfaction, which in turn drives enhanced financial performance. Brand story telling can aid leaders in communicating long-term growth strategies and corporate direction in fun, inspiring ways. Inspiring language is key to igniting action.
It is a myth that role of brand stories belong to the marketing department or an outside agency. With or with out any advertising or public relations, the brand story is the job of top management. Once clearly defined, it is critical to communicate the brand story from the boardroom to the front counter. It can differentiate your firm in a commodity driven category, unify the leadership team and motivate a work force that frankly, can get a job elsewhere.
Crafting a brand story works for established businesses as well as a start-up business. The leadership team needs time to define a brand story to unify the corporate direction. This is something you cannot holistically outsource since the brand is made up of senior leadership. It’s often common to hire an advertising or marketing agency to help promote the brand, but senior leaders are brand creators and protectors.
There are six components of world-class brands, no matter what the size of your organization. Use these to craft your compelling brand story.
