A Lesson in Branding that really hits home!
Recently on an evening Cable News program, former Senator Alan Simpson of Wyoming, offered some suggestions as to how to correct the deficit. When he ended his commentary he said we were a Generation of Greed. So have we gone from The Greatest Generation to The Greed Generation. Well we can have a different opinion, we can debate it, or we can be horrified at being branded as Greedy. We could go on, but the negative Branding has taken place. He is not wrong or right, he spoke rendering his perspective as he sees this generation, his perception reflects exactly what he (himself) has observed.
For the past few days I have tossed these comments around in my mind and realized that this is the most impactful Branding example I could use to show how it can take only a few or a minority to negatively ruin a Brand. Sen. Simpson didn’t harm our Brand….a certain few in our Nation did and he stated how he sees it. This is exactly what can happen to YOUR company brand or personal brand.
This branding of The Greed Generation was inevitable don’t you think? We must have seen it coming. BUT if you were like me, I was thinking “Well that is all those other people who are living above their means….doesn’t effect me.” Well as you can see, it only takes a few to cause others to negatively Brand all of us. Same holds true in your organization.
As an example, let’s look at our Nation as your Company. We really only had a small percentage of people that caused some of the financial issues because of their Greed but look who takes the blame…..we all do. That will work the same in your Company. If you do not set a policy that is reviewed frequently, I say quarterly, with all staff that sets forth the Company’s Branding initiatives, you risk your competition stating what your Brand is.
As I mentioned in my Quarterly Newsletter, The Hot Iron, there has to be a total buy-in by your staff as to how you wish your clients and the business community to view you. Branding for some only means the logo and the colors of the logo. It is so much more than that and the way one person speaks to another at any level, how issues are handled, effective communication, presentation of product and self, consistency and so much more than logo.
When you identify an issue….address it immediately. Negative branding can be turned around. I say we can change that concept of The Greed Generation by addressing, realistically, what caused us to get to this point….but it takes courage. Maybe we could then be branded The Realistic Generation. With all these reality shows, I’m surprised that hasn’t been written somewhere.
Taking some courageous steps toward protecting your Brand is imperative. Tough to turn around once it is damaged. Protect your business with kindness, consideration, caring, fairness, professionalism, honesty, integrity and give and take. When you hear an alarm….pay attention!! Don’t let your business be Branded by anyone else but YOU!!
I would be very interested in your thoughts.