That Aurafication Advantage

Businesswoman consulting a partner

I’m sure that many of you have walked into a room full of people that you don’t know and can immediately sense the atmosphere that is prevalent, whether that be positive or negative. Sometimes it can be seen in their body language, or their tone of voice, or just the way they stare at you when you interrupt the mood with that look of bewilderment, or relief that someone new and interesting has joined the group. Either way, it doesn’t take you long to know whether you should continue to walk in, or just back out graciously and say with that sincere and genuine voice, “sorry for the interruption, I think I may have the wrong room” as you lie most professionally through your teeth!

Let’s call this room atmosphere the ‘meeting aura’ or just ‘aura’ for short.
You can also experience this aura when you visit a city for the first time. I’m based in Melbourne and many visitors state that there is a unique ‘Mel-aura’ that is quickly identifiable as you traverse the city streets, similarly Sydney has its own ‘Syd-aura’, as do many other cities around the world.

Many corporate organisations have their own brand that is quite distinctive and readily noticeable when you enter their head office, or meet an employee that is a true believer of their business culture. So, what is it that creates this aura, or ‘corporate aurafication’ that is so illusive to many organisations!

To me, the key to successful ‘aurafication’ is being prepared to be different, but different in a positive and constructive way that encourages employees to want to be linked to the organisation. If their participation in the business is beneficial to them personally, then the process of ‘aurafication’ is well and truly on the way. If there is no prospect for personal growth, then the chance of a successful ‘aurafication’ will be quickly nullified and the business will become yet another one of those boring, and unimpressive companies of which there are far too many!

So in order for your company to have that well sought after aura that many employees strive to obtain, focus on creating your own unique corporate culture and thereby obtain that optimum ‘aurafication’! It might just be the start of that competitive advantage that your business is looking for at the moment?

The Sensory Corporate Name

Typewriter Letters

With the increasing number of new companies being created in the corporate world, it is becoming common practice to see a variety of innovative and unusual business names being derived to capture the uniqueness of that organisation.

Each company wants to have a distinctive name that individually characterises and differentiates their business from that of their competition. To do this, a collage of different colours, fonts, tag lines and styles are used to develop and maintain a value proposition in an attempt to establish the essence of that business.

But what about doing something a little bit different……..?

So far, companies have only utilised one of the five physical human senses in building this new company identity, that being the sense of sight. But, what about using the other four senses?

Smell
The manufacturers of perfumes, coffee, tea and other sensory delights truly understand the power of smell to capture and stimulate certain desires. Why not incorporate smell into the new company name? For example, at the entrance to the corporate office, there could be a fine perfumery mist spray of the “essence” of that organisation? Employees could be provided with a perfume, aftershave, or body spray that reinforces the organisation aroma!

Taste
The organisation could develop their own corporate food dish that is served in their corporate cafeterias, or is proudly offered to visitors on arrival, just like an appetiser at the commencement of an evening meal? There could also be corporate flavoured cookies, together with a complementary corporate flavoured beverage?

Touch
Why does a company name need to be printed on flat paper, or a smooth surface? Why not make it undulating with bumps and troughs? Business cards could be textured with a unique feel that would make it readily stand out amongst all other business cards!

Hearing
All new organisations could develop their own corporate song to inspire all employees to have that sense of unity and belonging. This music could be surreptitiously piped into the entrance foyer and throughout the building as a motivational influence on employees. Corporate guests could also be provided with an audio CD of the song to savour and fully appreciate after their visit.

Just a thought….but this may lead to a sensory revolution in the world of corporate naming convention! You just never know??