Categories: TOP STORIES

Brand Promise.. Builder’s Best Choice..

When we touch an organization or a brand or a leader we first get an impression. The same feeling comes every time that name comes to our mind. That’s what branding is all about.

A brand promise is a value or experience a customer can feel and expect the same every time they interact with that company.

Brand promise is very important for an organization. It comes down to the values of the founders of that organization. If we take Tata company for example.. the country’s interest is their interest.. the ideas and values of the founders of that company. By defining the right brand promise for an organization, explaining what values should be part of the organization’s culture to maintain it, and creating appropriate guidelines to put them into practice, everyone in the organization will be able to take the right decisions quickly to uphold the brand promise. It means that the right brand promise and core values will empower people and unleash their full potential.

Hence the organization culture makes a huge difference especially the values with which the culture is built.

Money is not everything..
In fact 90 percent of businessmen work for money. However, that should not be everything. Ambitious people without any passion or purpose work for money and once they get it, they want more money. Their whole life is spent thinking about money. As a result everyone is being used to make money. Finally, children are also given ideas of money, comforts and pleasures. This is what has made mankind the enemy of this earth. Making money is not a crime. But wealth without social purpose pollutes individuals and systems. If any social purpose is converted into a Vision and Mission then the founder becomes a social entrepreneur. Then creating wealth through meaningful projects makes the journey beautiful. Then like law of gravity, the law of attraction works and they attract right talent into their organization and build the culture necessary to develop them into committed and competent leaders.

Not everyone in a family is the same so in the organization. Hence, some principles and guidelines are mandatory for the organization if different people from different backgrounds work together as a movement. When everyone align to the vision, mission and values of the organization, the organization expands into a world-class organization. Bhagavad Gita says that virtue (Dharma), courage (Dhairya) and adventure (Sahas) are necessary for success. It also states that dharma is based on knowledge, love, justice, dedication and courage. And how many builders have a complete understanding of what they are doing? If not, why not take the help of professionals with such expert knowledge?

Everyone says I love my work, some even say they are passionate but are you absolutely passionate about creating a master piece? Otherwise, isn’t it natural to get bored if you don’t love what you do anymore? Also, if justice is not given to the rupee taken and the agreement made with customer, isn’t it unfair? Whatever you focus that expands, the rest shrinks. One has to have high priority of the projects they undertake and do or delegate to the dedicated people. Dedication doesn’t mean taking up ten projects and not focusing fully on any one thing, what is the point of putting money here and there and not honoring commitment to customers on delivery times? This too creates a brand promise of not delivering on time like some airlines and railways used to have.

Professionals in any field are respected by all. First figure out where you have mastery as an individual and organization. A person who knows many things is called a generalist. A person who knows a lot but a master in one field is called a specialist. A person who is an expert in a particular field of an industry is called a super specialist. A company with a team of such super-specialists will develop into an exceptional company. That’s what makes them special and keeps them out of the crowd. They can weather the seasons and becomes a favorite to customers who eventually becomes raving fans.