The Brand Leader
Here’s a thought
“Culture and brand are two sides of the same coin”
My last car as a salaried employee was a Vauxhall Omega Elite. It was the pinnacle of my vehicular aspirations: 6 cylinder engine, leather seats, Sat Nav the lot!
When I set up my own company 14 years ago I had to give the car back and get a new one quick. It all happened suddenly.
I went to the local Vauxhall dealers and said ‘another one of them please’. The showroom looked tired and so did the sales person. He said ‘we haven’t got one in but leave it with me and I will get back to you’. He never did even though I chased him twice. I then went elsewhere, to a Volvo dealer where I had a drive of their equivalent. Really nice car, though the driver’s door and the boot didn’t close with a click. The sales person said ‘it just needs a little adjustment’. I thought ‘NO WAY, on a three month old car!’ and left.
Sue said ‘go and have a look at a BMW’ and I said ‘can’t afford one of them’ though had a look anyway. They sold me one within 45 minutes of walking in the showroom and for 25% more than my budget. I was blown away by the product, the immaculate showroom and salesman and the service package.
That was 14 years ago and I am really pleased to say that I have just collected my 5th car from the same dealer – Cooper BMW Sunderland. For all those years I cannot remember being anything other than delighted with car and service, though somehow I am still not sure if I can afford a BMW!
The BMW brand is world class as far as I am concerned – it’s actually in the top 20 of the world’s most valuable brands.
People think brand is the logo – it’s not. Your brand is your reputation in the market place. And your brand is affected by everything you and your people do; every single interaction either strengthens or damages your reputation. That’s why culture is so important.
In one construction organisation the first response is “no” to everything the customer asks for and then they seek to take commercial advantage. That’s their culture, it’s deep seated. That organisation has a bad reputation and they are struggling, in a very public way.
Another organisation has a reputation for delivery. Their culture is to go the extra mile for their customers no matter what happens. I am working with one of their lead teams on a very difficult project. I suspect many other organisations would have ‘walked’ a long time ago. This organisation is thriving in these difficult times.
Culture and brand are two sides of the same coin, inseparably connected.
How is your showroom looking and how caring are all of your people – particularly those on the front line?
Culture is what you don’t notice after you have been there for more than six months. Chances are, as The Brand Leader, you are trying to build your organisations reputation though you probably don’t know what your culture is. How could you find out?
No Leader in January, I’m switching off for Christmas, so next one will be with you on Tuesday 3rd February 2015!
Season’s greetings – have a wonderful time.