How to Avoid the Most Common Branding Mistakes

Brand Revitalization

6 Rules of Brand Revitalization

 

How do you keep a brand relevant?

 

If you are looking to develop a strong global brand, you will find two names consistently mentioned as “go-to” experts: Larry Light and Joan Kiddon. They have just released a second edition of their book on branding, Six Rules of Brand Revitalization.

If you need to revitalize a brand, or if you are looking to avoid the pitfalls others have made, this book is a blueprint to follow for building a brand.

 

“Without trust, there can be no brand loyalty.” -Light / Kiddon

 

I recently spoke with the authors about their new book and the rules of branding.

 

6 Rules of Brand Revitalization

 

1. Refocus the organization.

Where do most corporate leaders get it wrong?

They tend to believe that “refocus” can happen through tools and templates and HR seminars. Refocus is more than filling in the blanks and talking the talk. When there is a conflict between strategy and culture, culture wins. A commitment to change requires refocusing of the cultural mindset that emanates from the top down. Merely embarking on a training program to encourage a focus on new tools, templates, and techniques can distract from the need to accomplish both the behavioral and attitudinal modifications that foster culture change.

 

“Refocusing an organization around common goals is the first step for brand revitalization.” -Light / Kiddon

 

6 Rules of Brand Revitalization

Rule 1: Refocus the organization

Rule 2: Restore brand relevance

Rule 3: Reinvent the brand experience

Rule 4: Reinforce a results culture

Rule 5: Rebuild brand trust

Rule 6: Realize global alignment

 

What tip would you provide to a leadership team in the midst of this refocus?

Leaders are different from commanders. Commanders manage by telling people what to do. They create acceptors. Leaders create believers. Acceptors go through the motions complying with the new processes and behaviors. Believers have true commitment that this refocus is a better path to a successful future. Acceptors are not the same as adherents. The leader must be the one to set the tone and drive the change for all to see and emulate. Leaders must demonstrate commitment if they expect people to become believers in the new world.

 

“The leader must set the tone and drive change.” -Light / Kiddon

 

  

2. Restore brand relevance.

What are the best ways to stay on top of changing customer expectations?

Stay up-to-date with all available information. Read a variety of sources, not just in your business’ field but also across many disciplines. Include regular market research reports. But also include what is happening in the world around us. Be observant. Be informed. Be open to new ideas.

In this world of access to “big data’” there is now a focus on data analytics. Analysis can tell us about what is happening today. Analysis is about the decomposition of data. But real insight does not come from analysis. It comes from creative synthesis. Analysis is about taking data apart. Synthesis is about putting together disparate sources of information in original ways. Synthesis is about detecting patterns that others fail to see. Keeping a brand relevant will involve both analysis and synthesis. Make sure that the organization is open and conducive to creative synthesis.

 

3. Reinvent the brand experience.

How do you define a brand experience?

The total brand experience includes consideration, shopping, purchase, use, service, online, offline, brand communications, handling of customer complaints, and so on. Every touch point with the customer is a part of the total brand experience. It includes every aspect of the brand promise: functional benefits, emotional and social rewards, solutions to problems, and so forth.

 

“Every touch point with the customer is a part of the total brand experience.” -Light / Kiddon

 

How fast can a brand innovate and reinvent?

Tools to Become an Authentic Leader

Authentic leadership

The Power of Authenticity

Be yourself. Be true to you. Don’t try to be someone else. Don’t put on false airs. Be authentic.

 

“The essence of authenticity is being yourself fully.” –Karissa Thacker

 

Most leaders hear this advice but don’t know what it means, what to do about it, or how it impacts everyday life in the office.

Becoming an authentic leader is more than a lofty goal. It’s an essential part of your effectiveness. My own experience is that it’s often authenticity that sets the great leaders apart. We don’t always know why we are inspired by certain individuals, but I think it is this characteristic that appeals to us at a deep level.

To learn more about this subject, I read Karissa Thacker’s terrific new book, The Art of Authenticity: Tools to Become an Authentic Leader and Your Best Self. Karissa is the founder and president of Strategic Performance Solutions. She is a management psychologist, focusing on human performance and satisfaction at work. I recently asked her to share some thoughts about her work on authenticity.

 

“There is no one alive who is more Youer than You.” –Dr. Seuss

 

What I particularly like about her new book is that, as the subtitle of the book suggests, she provides tools to help with the goal.

 

Lead with Authenticity

How would you define authenticity in leadership?

9781119153429.pdfBoth authenticity and leadership are important in defining authentic leadership. Leadership is about getting things done that are both difficult and important in the context of a specific organization or more broadly any human community. Authenticity adds another layer which is being true to your own nature AS you are getting things done that are difficult and important.

What’s the relationship between authenticity and leadership?
Our typical way of thinking about authenticity is to just be yourself, and it will all turn out better. Of course, be yourself. It sounds so simple. The first problem with that is you are not that simple. We humans are just not that simple. There is no one solid self like a concrete block. Our hardwired adaptive traits as humans mean that we behave differently under different situations and circumstances. Leadership requires this adaptability. But you have to find ways to communicate who you are as you are leading effectively. More importantly, you have to figure out ways to stay in touch with what is important to you as you are in the thick of getting things done. Paying attention to the inner game and outer game at the same time is a lot easier said than done. Said another way, it is easier to just be authentic or just figure out how to get things done that are difficult and important. But the daily question is how do we do both at the same time?

 

“Authenticity is knowing, and acting on, what is true and real inside yourself…” –Robert Terry

 

Why do you think there is currently so much interest in leadership authenticity?
Trust in big institutions like our government here in the US is low. I also think that the modern era poses some challenges with upping the ante on aspects of authenticity like transparency. Like it or not, we are in an age of transparency. The boundaries between private life and work or with private life in general are not what they used to be.

Leadership is never a value-neutral concept. To say someone is a leader means we have high expectations. A lot of this interest comes down to people wanting our leaders to step up and make things happen that are good for the whole. Any robust discussion of authenticity takes you fully into the thicket of human moral psychology as authenticity is so not a value-neutral construct.

 

“Fear is not your friend if you want a culture of authenticity.” –Karissa Thacker

 

Jim Carrey’s movie Liar Liar immediately came to mind when I read your Truth Serum Question. Would you share this exercise with us?

Get The Best from Yourself And Others

Success Starts With Your Thoughts

My friend Lee Colan is the author of 13 books and the co-founder of The L Group. Recently, I had the opportunity to sit down and talk with him about leadership and attitude and consistent execution (or what Lee calls adherence).

Lee reminds us that so much of our success starts with our thoughts. Thoughts influence our beliefs, which influence our words. Our words reflect our commitments, which influence our choice of actions. Ultimately, our actions influence the results we achieve.

getting-the-best-from-yourself-and-others

But it all starts with the thoughts in our head.

As Lee says it, “Your thoughts today lead to your results tomorrow.”

In this brief interview, Lee shares more about this model and why consistent execution is so important.

Below are a few stand-out quotes from Lee:

 

“Your thoughts today lead to your results tomorrow.” –Lee Colan

 

“Winning depends less on a brilliant plan than on consistent actions.” –Lee Colan

 

“Those who underestimate the intelligence of others tend to overestimate their own.” –Lee Colan

 

“You don’t have to be great to get started, but you do have to get started to be great.” –Lee Colan

 

“The most important conversation you will ever have is the one with yourself.” –Lee Colan

How to Transform Your Culture To Stay Ahead

Cultural Transformations

How to Transform Your Culture

In all of the organizations I have had the privilege to lead, I am always thinking and focusing on culture. Culture, to me, is important both at home and at work. It is the engine that either limits potential or sustains success.

 

“Transforming culture is the real leadership work.” –John Mattone

 

Cultural Transformations BookcoverToday it seems every forward-thinking company is focused on cultural reinvention. John Mattone and Nick Vaidya’s new book, Cultural Transformations: Lessons of Leadership and Corporate Reinvention was one that I read with great interest. Not only do the authors outline the imperative to continually transform corporate culture to stay ahead of the competition, but they also interview numerous corporate leaders to provide examples to lead the way.

John Mattone has been featured here before. He’s a leadership guru, a top-ranked CEO coach, and runs a top-ranked leadership blog. Whenever he contacts me, I know that I will learn something. I recently had the opportunity to talk with him about his latest work.

 

“The culture you create and reinforce will determine your success.” –John Mattone

 

Culture Change is Constant

When you talk about cultural transformation, what are you referring to?  Under what circumstances might a company look to transform its culture?

Always. The need to transform culture and ensure that you always have the culture in place to drive sustained operating success is a never-ending pursuit and business priority. A healthy, vibrant and mature culture will drive success and keep any organization “ahead of the curve.” So many factors are creating “disruption” in all sectors—digitization, globalization, and the need to operate at two-speeds (fast in emerging economies, slower in mature economies). Traditional differentiators like size, scope, legacy and market position are no longer differentiators. To stay ahead of the curve, CEO’s and senior teams must always be re-thinking, re-shaping, and reinventing their own purpose as well as the purpose of the enterprise. It is no longer about the company you want to create; it is now much more about the company that you must create.

Copyright John Mattone and Nick Vaidya; Used by Permission Copyright John Mattone and Nick Vaidya; Used by Permission

 

 

“The need to transform culture is a never-ending pursuit and business priority.” –John Mattone

 

 

Defining the Right Culture for You

How do you define what is the right culture for your organization?

You have to be passionate and diligent about measuring everything. This is the 6th step of my Cultural Transformation Model. Measuring operating metrics is part of it. Measuring the effectiveness of your talent systems, your engagement levels, and getting views from your customers and suppliers, and actually measuring what’s working and not working in your culture are all critical. Ultimately, it’s about leveraging your strengths and gifts—the positive legacy aspects of your business (and culture) and addressing the “gaps” and having a laser-focus discipline is what’s required. Sometimes, the C-level team determines based on this “world of feedback” that the company must become more innovative. This will then lead to strategies on how to recruit and select talent who possess the capability to be agile, nimble and innovative. Prescription before diagnosis is malpractice in medicine. However, I would say the same principle applies in the world of corporate reinvention and renewal.

Copyright John Mattone and Nick Vaidya; Used by Permission Copyright John Mattone and Nick Vaidya; Used by Permission

 

“A healthy, vibrant and mature culture will drive success.” –John Mattone

 

The Role of the Leader

Why It Is a Big Thing To Take Action On Small Things

Action on Small Things
This is a guest post by friend and mentor Bruce Rhoades, who retired after having run several companies. He often helps me with strategy. I am delighted that he is a regular contributor.

 

Take Action On The Small Things

Culture is established by both communication and action. People will listen to what you say, but they will closely watch and emulate what you do. Action on large, highly visible initiatives will certainly make priorities and culture clear in a big way. However, it takes time to formulate and communicate large initiatives, plus it often takes time for the results to be achieved and visible. Action on small initiatives while larger actions are in progress can be very effective.

 

“Culture is established by communication and action.” -Bruce Rhoades

 

Good leaders interact with the organization at all levels and with cross-functional teams. Many times during these interactions, opportunities to take action on smaller issues will present themselves. These small opportunities are issues, changes, or decisions that can be addressed by a few of those directly involved without much involvement from the leader. They can solve small customer irritations, eliminate frustrations and inefficiencies in a process or a department, drive a decision or make a localized change. I am a big proponent of taking proper action on selected small opportunities. One of my favorite sayings is, “Never underestimate the effect of taking action on small things.”

Here is why:

 

“Never underestimate the effect of taking action on small things.”

 

10 Major Benefits of Taking Action On Small Things

  • Accelerates Empowerment and Learning: Action on small issues will build organizational confidence, get quick results and allow people to learn from mistakes that have smaller consequences and reduced visibility. It helps people cultivate their leadership.
  • Teaches Delegation: When done correctly, implementing action on small changes teaches others how to delegate, how to decide who needs to be involved in developing action and approval, how to form a collaborative team and how to involve and grow others.
  • Improves Accountability and Decisiveness: When a small team is empowered to take action on smaller decisions, they become more comfortable with accountability and find it easier to make decisions. Using smaller initiatives also provides decision-making experience for more people at many levels in the organization.
  • Boosts Career Satisfaction: Since many small actions are localized to specific processes or departments, they can help remove daily irritations that hinder department or operational processes. At the same time, people learn that they can assume more responsibility and make a difference for the organization.
  • Enhances Collaboration and Team Building: With more small actions, a larger number of people are able to participate in collaborative problem solving and work together with a variety of defined roles to implement change. The benefit is that more people in the organization can gain experience, grow and achieve results.

 

“Taking action on small things rapidly creates an empowered workplace.” -Bruce Rhoades

 

  • Improves Communication: When a leader is able to initiate many small actions at different levels of the organization, or with various teams, it helps to “flatten” the organization, cut through bureaucracy and allow a larger population to see the leader in action. People become more comfortable communicating with the leader and each other. Additionally, small initiatives to implement change can get more people communicating who normally would not do so.