The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key

You go to the hotel. The room is musty and a tad dirty. The food is barely passable. Service is brusque and spotty at best. When you complain to management, you’re met with indifference, or worse, silence. You leave disillusioned and disgusted. For all the resort’s slick marketing, they’ve fallen woefully short.

Branding goes well beyond marketing. It will not be successful without ensuring that all aspects of your business reflect and support your intended brand. One of your most valuable assets—your people—must be well-trained in articulating and delivering on your brand. This step is particularly important for service organizations that don’t have concrete products. Their offerings are soft assets like knowledge, experience and people.

When employees don’t deliver the brand, it can be the kiss of death for a business. Don’t believe me? Visit a hotel review web site like TripAdvisor.com. Peruse travelers’ comments and you’ll likely come across more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom.

Brand: The Sum of All Its Parts

Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization.

On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.

Branding Through Your Employees

Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.

• Develop a Company Philosophy.

  A thoughtfully planned philosophy that guides how your company operates is the first step to reinforcing your brand among your workforce. The prestigious Ritz Carlton Hotel Company is an excellent example. They have created the following five “Gold Standards” for their business operations that reinforce the brand and detail an employee’s role in delivering on this brand:

  1. A vision to revolutionize hospitality in America by creating a luxury setting for guests and a credo that states the company’s commitment to the genuine care and comfort of its guests.
  2. A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.
  3. Three Steps of Service:
     1. A warm and sincere greeting that uses the guest name, if and when possible
     2. Anticipation and compliance with guest needs, and
     3. A fond farewell that uses a guest’s name, if and when possible.

  4. “20 Basics” that outline the responsibilities and expectations for how the company delivers on its service (including #13—Never Lose a Guest).
  5. The Employee Promise (“At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”).
• Maintain Brand Consistency.

  This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.

• Practice What You Preach.

  The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

• Implement Brand Guidelines.

  In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key

  Conflicts of Interest at the FTC
  The Federal Trade Commission has set forth an agenda to revamp the Franchise Rule. Actually not revamp and get rid of the unnecessary over regulation and over disclosure, but to re-define it and pile on more minutia. The Federal Trade Commission ought to re-consider all these potential rule changes and advise from attorneys in the industry because such comments and advise are self serving and do not help consumers. Attorney firms might hire Federal Trade Commission staff in the future and therefore many see vast amounts of abuse of power and conflict of interest. Basically you cannot trust them anymore; the regulators today who will be attorneys in private practice tomorrow in a constant revolving door, serving no free American.It should be noted all those Law Firms who commented in the rule making period and got their wishes; then correlate where Federal Trade Commission staff go to work in the future. Any Federal Trade Commission staff, attorney going to such la
  oss more than a few who cite poor customer service for their negative hotel reviews. Conversely, employees who represent the brand flawlessly and consistently can propel a business to stardom.

  Brand: The Sum of All Its Parts

  Despite what many believe, brand isn’t about your logo, tagline and glossy brochure. Instead, a strong brand integrates multiple components, all of them necessary, including customer interactions, employee communications, corporate philosophy and advertising/marketing efforts. Your brand extends to your employees, customers, the media and even the general public as the above story illustrates. If these components don’t consistently reinforce your brand, customers will become dissatisfied. The negative impact of their perception, should they voice their opinions to other potential customers or even the media, could have a ripple effect on your business. This can erode your brand equity and create misperceptions about your company in the market, that in turn could lead prospective customers, employees and investors to pass on your organization.

  On the other hand, brand consistency throughout all levels of the organization helps drive an organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.

  Branding Through Your Employees

  Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.

  • Develop a Company Philosophy.

    A thoughtfully planned philosophy that guides how your company operates is the first step to reinforcing your brand among your workforce. The prestigious Ritz Carlton Hotel Company is an excellent example. They have created the following five “Gold Standards” for their business operations that reinforce the brand and detail an employee’s role in delivering on this brand:

    1. A vision to revolutionize hospitality in America by creating a luxury setting for guests and a credo that states the company’s commitment to the genuine care and comfort of its guests.
    2. A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.
    3. Three Steps of Service:
       1. A warm and sincere greeting that uses the guest name, if and when possible
       2. Anticipation and compliance with guest needs, and
       3. A fond farewell that uses a guest’s name, if and when possible.

    4. “20 Basics” that outline the responsibilities and expectations for how the company delivers on its service (including #13—Never Lose a Guest).
    5. The Employee Promise (“At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”).
  • Maintain Brand Consistency.

    This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.

  • Practice What You Preach.

    The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

  • Implement Brand Guidelines.

    In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key

    Give People a Reason to Buy your Product or Service: Create a Strong Signature Box
    Overcome lackluster signature boxes with merely your name, address, and email listed. Instead use the "passion approach." Give your product's or service's promise. Name benefits. Stop missing sales because of weak copy. Include your signature box on every email you send out. Your signature or resource box, usually 4-7 lines, is your billboard to let people know who you are, the benefits they will receive, and what expertise and products you have to assist them. Without a strong signature box, you are guaranteed no action, subscribers, or sales. Your signature box is more important than your article, email, or ezine's message. Be sure to put some thought and time into it. Be willing to edit it at least 5 times. Remember your resource box is a call to action. Write it so your reader takes action-- either to subscribe for a free ezine, receive a free report, send an email, phone you, or visit your Web site. Once you get a reaction, it's up to
    organization to grow and prosper. Strong brands can drive an increase in sales. The company is better suited to attract and retain the best employees. Vendors can see value in your brand and look to establish partnerships with your business, while investors will see the business and your brand equity as a valuable commodity.

    Branding Through Your Employees

    Your employees are one of the most critical touch points for your customer. Here are several steps to ensure that they are representing your brand in the best light possible.

    • Develop a Company Philosophy.

      A thoughtfully planned philosophy that guides how your company operates is the first step to reinforcing your brand among your workforce. The prestigious Ritz Carlton Hotel Company is an excellent example. They have created the following five “Gold Standards” for their business operations that reinforce the brand and detail an employee’s role in delivering on this brand:

      1. A vision to revolutionize hospitality in America by creating a luxury setting for guests and a credo that states the company’s commitment to the genuine care and comfort of its guests.
      2. A motto that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.
      3. Three Steps of Service:
         1. A warm and sincere greeting that uses the guest name, if and when possible
         2. Anticipation and compliance with guest needs, and
         3. A fond farewell that uses a guest’s name, if and when possible.

      4. “20 Basics” that outline the responsibilities and expectations for how the company delivers on its service (including #13—Never Lose a Guest).
      5. The Employee Promise (“At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”).
    • Maintain Brand Consistency.

      This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.

    • Practice What You Preach.

      The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

    • Implement Brand Guidelines.

      In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key

      Marketing Your Business Opportunity Online - How Do I Adapt To The Internet?
      The way we market business opportunities is changing rapidly. From VOIP, video conferencing, email support, telephone answering services, and of course… the almighty Internet. As small business owners, we are faced with hundreds of decisions our elders never had to contend with.Some keep hearing from other home business opportunity associates that Internet marketing is the greatest method of increasing business and building a foundation for repeat customers. The only problem is that you may be a beginner and have just learned how to send emails, let alone learning about SEO, web design strategies, content analysis, auto responders, pay per click, ROI, etc.The question is do you hire a Internet marketing company or do you learn how to do it yourself?Investing time into your company is what we small business opportunity owners do best but, in many cases, when it comes to learning new marketing methods we quickly open ou
      o that exemplifies the level of service for its guests: We are ladies and gentlemen serving ladies and gentlemen.
    • Three Steps of Service:
      1. A warm and sincere greeting that uses the guest name, if and when possible
      2. Anticipation and compliance with guest needs, and
      3. A fond farewell that uses a guest’s name, if and when possible.

    • “20 Basics” that outline the responsibilities and expectations for how the company delivers on its service (including #13—Never Lose a Guest).
    • The Employee Promise (“At The Ritz-Carlton, our Ladies & Gentlemen are the most important resource in our service commitment to our guests.”).
    • Maintain Brand Consistency.

      This step is essential to building a strong brand. However, it is often one of the first steps to unravel. You must establish consistency throughout all aspects of your organization. But setting the standards is not enough. You must constantly evaluate your actions. Establish checkpoints for each aspect of the business that interacts with customers and the general public. Ensure that each employee is empowered to identify and address inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.

    • Practice What You Preach.

      The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

    • Implement Brand Guidelines.

      In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key

      Doing Business In Singapore
      The Businessman's Best Bet - Singapore's economic prowess is aptly embodied in its name: the lion city. With an economic infrastructure fit to rival even the best of Europe, Singapore is frequented by a healthy number of business travelers and global investors year-round. Its strategic location, amazing connectivity, great convention venues and superior hotels make Singapore one of the world's leading business hubs.Strategic Location – Its central location in the growing business region of Asia places Singapore at an advantage over other countries. Surrounding the lion city are the fast-emerging markets of China and India. Its strategic location also allows it easy access to air transport facilities. More than 4,000 weekly flights depart from Singapore to more than 180 cities around the world.Unparalleled Connectivity – All businessmen know that connectivity plays an important role in the cutthroat business world. Global Information Tech
      inconsistencies in your brand. Fail to deliver on brand with one customer, and he or she might forget. Fail to do so for another, and he or she might not be so forgiving. It only takes a scant few to dispel the brand you are touting.
    • Practice What You Preach.

      The best way to lead is by example. If your brand projects your organization as one which supports its employees and then reneges on that promise, your brand (and sales) will suffer. Case in point: Wal-Mart. The company says, “We believe that one of the keys to our success is our people and how we treat them.” However, the retail chain has been the subject of unfair employee wage practice lawsuits. Moreover, though they say they value their target customer (the hard working middle class) their actions aren’t necessarily consistent with the rhetoric.

    • Implement Brand Guidelines.

      In order to ensure brand consistency, your organization must establish a framework or set of brand guidelines for all to follow. We’re not merely talking about logo or corporate identity guidelines, but actual brand guidelines that communicate the company’s brand positioning statement, key messages, core values, brand attributes, measures of success and processes for handling customer issues or feedback. Federal Express was an early pioneer in this idea. The international shipper utilizes an Internet-based program which outlines the company’s brand guidelines. This detailed approach provides guidance on everything from the graphic standards for use of the company logo to how cultural differences affect brand (particularly important for global companies). Establishing brand guidelines leaves no room for misinterpretation and helps maintain consistency throughout all levels of the organization.

    • Understand and Address Cultural Differences.

      With advancements in technology, communications and the Internet, we are truly becoming a global economy. Considering cultural differences when building a brand is more important than ever, particularly if your business has international reach. Words and phrases in America might not translate to the same meaning in another country. What customers value and perceive as positive in the United States may be perceived radically different elsewhere. In the past, the United States was the model that all others wanted to emulate. That isn’t necessarily the case today. Therefore, it is incumbent on corporations to ensure that their brands can transcend these cultural differences, if they are to have a greater geographical reach.

    Brand extends well beyond your marketing efforts. Your brand is only as good as the people behind it...and the people in front of your customer. Take the time to effectively build a corporate culture that mirrors your brand. Train your employees to represent that brand. Evaluate your consistency in delivering your brand across all aspects of your business. In doing so, you will strengthen your brand equity and position your company for greater success.