Tag: branding

Words are powerful.

Just ask any leader or media personality who has stumbled over their words, or used the wrong word in a situation. (Who could forget Tony Abbott’s ‘suppository of all wisdom’ gaffe!).

When it comes to brands, telling a compelling story is critical.

But while it may be easy to sell yourself through words (you can always rely on the services of expert marketers for that!)  it can be harder to walk that talk.

Here are five non-verbal ways to tell your brand’s story.

Captivating Visuals
Getting your visual branding and assets right can have a major impact on your brand. It’s why 91% of consumers prefer visual content to text – and why so many brands embark on major rebrands. Your visual content extends to your social media, where some brands triumph. Whole Foods, for example, reflects its brand values through eye-catching imagery on Instagram that reflect the brand’s wholesome food offering.

Design & Layout
Whether it’s a retail or office environment, the design and layout of your brand’s physical space is a fantastic visual portrayal of your values. Silicon Valley brands like Google and Facebook showcase their innovation and commitment to staff satisfaction through their thoughtful office environments, while Etsy’s quirky Brooklyn headquarters reflect the brand’s focus on high-quality crafting.

Evoke the Senses
When designing your brand’s space, consider how stimulating the senses can add to the mood or story of your brand. I recently wrote about how The Body Shop created an innovative retail space, which fed into the company’s broader story. Likewise, Abercrombie & Fitch plays on the senses to attract their target market, spraying fragrance and playing loud music to draw in their target clientele.

Poignant Packaging
A brand’s packaging is an important extension of their visual identity. Tiffany & Co. is one of the best examples of this. Those teal bags and boxes and white ribbon have long been synonymous with the brand, and speak to their values of timeless beauty and luxury. Brands can also reflect other values, such as their commitment to the environment, through their packaging. Organic haircare brand Kevin Murphy, for example, recently made a commitment to move to bottles made from 100 per cent recycled ocean plastics, which speaks to the brand’s commitment to the environment.

Customer Service
Finally, customer service is a clear representation of your brand’s values. As Alexandra Sheehan writes for Shopify, “Sales associates on the floor are the personification of your brand… It’s imperative that they’re considered an essential component of the brand identity.” Costco is one brand that reflects its values through their customer service. The retailer is known for being particularly accommodating when it comes to returns. The company has successfully created an affordable shopping experience without compromising on customer experience.

So there you have it! From your packaging, to visual and sensory experiences, there’s much more to your brand story than words.

Time to walk the talk? At Kiikstart we’re specialists when it comes to business strategy and idea execution. Get in touch today for support with any aspects of your company’s planning or storytelling. Email enquiries@kiikstart.com.

As leaders, there are times when our courage and resolve will be tested.

Staying true to your personal values where there is a values mismatch with the company or organisation where you work is one of the most testing scenarios of all.

Being brave, and calling BS when it’s necessary, is an important step for leaders. This is especially true where a company’s brand promise and cultural reality differ.

The case for organisational health may seem obvious, but its impact on an organisation’s bottom line is significant. Worldwide management consulting firm McKinsey & Company asserts that the top quartile of publicly traded companies who participated in their Organisational Health Index delivered about three times the returns to shareholders compared to the bottom quartile.

So what steps should you take to test and maintain your organisation’s health?

Below, I’ve outlined the essential steps every leader, and company for that matter, can take to ensure a healthy company culture. Remember there is never just one culture present. Organisations are like people, and have positive and negative aspects vying for attention.

Define – and benchmark – what success looks like
Being able to define your own benchmark for organisational health is essential. Without benchmarks, how will you know whether you’re heading in the right direction? This involves being able to define the type of products and services you want to provide, to whom, and in what ways. You won’t be the right fit for everyone, nor is everyone the right fit for you. By summarising your brand purpose, values and leadership culture, you’re defining what success should look like for your brand.

Assess the gap
Once you’ve determined your organisational benchmarks, you’ll need to work to remove the obstacles to the culture you’re seeking to create. Consider what you need to change and what has to be introduced into the organisation’s reality to be able to deliver on its brand promise. Too often the organisational cultural reality is totally incongruent with the marketing fantasy. And, as gothamCulture Managing Partner Chris Cancialosi warns, “when you brand promise doesn’t measure up to your audience’s expectations, you won’t just disappoint; you’ll lose their trust and loyalty.” He says embedding this culture in your organisation first is essential, and prevents this disconnect. Ask yourself how far the gap is between promise and reality in relation to your staff, clients and partners.

Get real insights
True assessment of your company’s culture requires leaders to not only look inward, but also outward. Davis & Company CEO Alison Davis recommends that you assess your company’s health at an individual, team and organisational level to get a true picture. Anonymous surveys and one-on-one interviews that give employees the chance to talk candidly about the environment are some useful tactics. It is best to bring an external person in to do this work and analyse and present key insights in order to get an independent and accurate picture.

Remove obstacles to long-term success
You’ll also need to be prepared to remove barriers to the cultural reality you’re seeking. This could involve saying good bye to staff members, or parting ways with a client due to a misalignment of values and purpose. Ten years ago I was personally challenged when our key client took on new management and asked us to provide a substandard product to its clients. The outcome resulted in us walking away and losing in excess of 90 per cent of our income overnight – not ideal! While this was challenging, I backed the quality of our offering, the reputation of our brand, and our genuine respect for the end user. I also held true to the belief that you can always get other projects, but it is damn hard to rebuild your reputation. As tough as it can be, I recommend constantly holding these cultural aspects to account and calling BS when they fall short of the standard you’re aspiring to. Take the action you need to say good bye and make the necessary changes.

Create your team
Finally, attracting the right talent will go a long way to developing a healthy organisational culture. Ensuring you get the right personality fits, incentivising staff, and creating an environment where teamwork is rewarded and recognised, are just some of the ways to build a positive culture for the long-haul.

As a leader remember that what you put up with you end up with.

Ask yourself: What am I tolerating within my own company that I’d like to call BS on? I’d love your insights.