The Brand

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The Harley Davidson motorcycle hummed past me with that deep-throated gnarly musical sound. Perched aloft the seat was a rather tubby leather clad middle-aged man with a long matted grey beard. Branded across his back was a large replica of his bike’s logo to which a massive “smile” complemented his daredevil face.

A cold gust on the winter wind was thwarted in leaving in imprint on the young woman’s face by her strategically wrapped Burberry scarf. But not to be outdone by this singular and fashionable item, additional clothing with the well-known motif soon appeared to encapsulate her from any other unwanted cold forays of gust. A similar “smile” to her bike riding unknown friend also appeared across her face.

The chanting increased in volume from the crowd all fashionably mimicking each other in their blue and white horizontal striped football jumpers as they took delight in tormenting their brown and gold vertically striped opposition supporters. That “smile” was once again evident.

On walking into one particular corporate office, that “smile” of belonging was most noticeably absent. It appeared to be an office comprised of a large number of individuals all supporting their own “smile” or brand, not one of a unified and cohesive organization.

If we consider the Harley Davidson rider, the Burberry wearer, the football supporter, they all derived some “smile” benefit from their association with these brands. Some corporate organizations, such as Google, McKinsey & Co, Virgin (and many others), do instil brand loyalty and a strong desire of wanting to work there. No, an organization doesn’t need to be a well-known brand to achieve such employee motivation and commitment; similar results can also be attained from a small family business, a school or a local club. The key is in believing that you make a contribution to the progress of that organization and that you also derive some associated personal benefit in return (eg the “smile”, career, financial, friendship, etc).

If you are a CEO in your corporate office, is that “smile” evident in your employees? No, I’m not talking about that polite and courteous smile that employees always make in your presence, but that real “smile” of wanting to belong, as they believe in the organization. If it exists, fantastic! If it doesn’t, then you now have a very important New Year’s resolution for 2015?

Yes, it’s all in the Brand….

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