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“Managing Ethos – Staying True”Withstanding the pressure through
your brand
UNCERTAINTY
A brand may be the name or symbol that is used to sell
products or services.BUT
It is also the emotional connection & associations
people have when they think about you.
A brand isWHAT YOU STAND FOR
The private sector: the ‘for profit’ bottom line:
The “right” products/services i.e. brand
Satisfied and loyal consumers.
Strong consumer demand.
Profit target met.
‘Not for Profit’ Bottom Line
Anthony Stanton LtdSuccessful organisations, flourishing staff
The right products or services(in terms of quality, cost, innovation)
Strong public reputation.
Financial targets met
Satisfied and loyal Donors/Employees/
Volunteers etc
Powerful workforcebehaviours
Ability
Morale
Social Capital
Oppor-tunity
Applied by effectiveline managers
The ‘bottom line”
People manage-ment Policies
Ethos -core purpose,culture&mission
The business & peoplestrategies
BRAND
STAYING TRUE - A key role of the line manager in delivery
• ‘Manifest’ the brand promise to other employees - make clear the vision to staff so that “all working in same direction and delivering consistent ‘customer’ experience”
• Hold employees to account for delivering their side of the bargain by :
– Clarifying the values
– Generating examples of “on” and “off” brand behaviour
– Identifying the ‘Brand Touch points’ i.e. key moments of truth
– Sharing with others how the values are relevant in the touch points
– Giving direction for appropriate decisions/behaviours
• Benefits: attract, retain and motivate the right people to behave in sync with each other
• The organisation’s brand ‘promise’ constantly re-sells to the right people why the organisation is the place where they should work and how their behaviour should be, to be ‘right’.
Breaching the brand promise
• The brand directs and guides behaviours and raises expectations of employees
• Penalty for breach – must ‘live the brand’. ‘The proof of the pudding …’
• If you can’t deliver it, don’t make the promise.
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