Do you know your company’s brand story? If you don’t it’s in your interest to find out and use it to leverage more sales out of your customers.
One of the primary ways we make sense of our world and our place in it is through stories. These stories unite us in a common purpose and provide us with a road map for life complete with a moral compass and values and beliefs that help us navigate life’s many opportunities and challenges. It’s entirely relevant in our jobs too.
When I was working at the world-leading advertising agency Saatchi & Saatchi Wellington in the 1990’s we lived by the Five Golden Rules that had been handed down from the founders Maurice and Charles Saatchi. They were simple, but then all the best ideas are, and they were the guiding principles upon which we thrived in the cut-throat business of advertising.
Knowing your company’s brand story is a powerful uniting force that delivers you a differentiated platform from which to out perform your competitors.
Your brand story should inspire you as an employee and your customers.
A couple of years ago I was engaged by a mid-sized company in the insurance broking business to re-brand their business. What I showed them was that the brand was each and every one of them. They were the brand ambassadors, the evangelists, and if they weren’t they were just like any other broker out there making cold calls, qualifying prospects and closing. Once they grasped that idea, we collectively developed a brand framework and language that helped them focus on delivering a unique service to their clients.
If you don’t know your company’s brand story, take a deep breath and trundle on down to the marketing department and ask them for the brand manual. By the way brand does not belong in any one department. It should be ubiquitous across the organization and lived by all on a daily basis. That’s the very point of a brand. It’s a living entity and a powerful tool to generate revenue.
Sales people are the most critical brand ambassadors because they are closest to the customers. Brands are, after all, not something we say, they’re what our customers feel about us given their interactions with our company and its products or service offering. But critically we shape their perceptions of the brands we represent by being on message, by living our brand story rather than just going after the next deal.
Are you on message?