Monday, February 18, 2008

*You* are the brand

Picked this up of Seth Godin's blog the other day where he talks about the posture of a communicator.

What's helpful is to realize that you have a choice when you communicate.
You can design your products to be easy to use. You can write so your audience
hears you. You can present in a place and in a way that guarantees that the
people you want to listen will hear you. Most of all, you get to choose who will
understand (and who won't).

And I've tied it to another quote that I really like

“A customer-aware company gets bonus points for its intentions and rhetoric, but
negative points for doing little or nothing to build processes and structures
that allow the organization to deliver consistently and transparently for the

A customer-centric company matches intention and attention. It
does the hard work of threading enterprise-wide customer experience initiatives
across the silos and specialized functions, through the processes, and down to
and through the technologies and human factors in order to deliver for the
customer and the organization.” (Kevin Hoffberg)

Whether you know it or not, you have a brand promise that you make your customers. And everything you do during your day will impact on how your customers perceive you delivering to that promise. Even more, things you don't do will all impact customer perception.You need to know what your brand promise is and how what you do impacts on that.

Just today I have

- designed some identity frameworks

- completed a weekly report

- reviewed my planning structure

- had team meeting

- completed my expenses

- had a conversation about how we could collaborate better

- had 4 conversations about how we can improve delivering a new business

-overheard 3 people discuss how they feel we are heading for a bad result and don't know what to do about it

-debated whether we are a process centric or customer centric organisation (they are the same !)

-met my family for coffee

- Written this entry

Based on delivering the brand promise, I've hit about 40 - 50% of things that are important to deliver on the brand promise and 50 - 60% of things that are necessary (but not important). I think it should be more like 80/20.

What's your day been like?

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