A former boss of mine lived by the catchphrase: “Culture eats strategy for breakfast,” a famous quote by well known management consultant Peter Drucker.
This phrase highlights the importance of an organisations’ culture to its overall success – a quote I think is highly relevant when I talk with clients about forming a successful marketing strategy.
We can invest a huge amount of money on the outer appearance of a business – the branding, the website, the overall appearance – however the external facade will quickly lose credibility if the pillars behind your brand are in poor shape. In other words, “You can’t put lipstick on a pig.”
Every interaction your customer has with your business is a reflection of your brand.
Things to think about include:
- Do you respond to new enquiries promptly and efficiently?
- Are your sales team friendly and reliable?
- Are members of your team responsive and respectful with all stakeholders?
- Are your staff empowered to make decisions that will delight customers?
- Are your office premises well kept, tidy and presentable?
- Do you have great systems in place, or are you known for administrative/HR errors?
- Would your current customers confidently refer you to others?
- Are you transparent and reliable?
If you are committed to preserving your brand and building a rock solid reputation, these are just one of many questions your business should reflect upon.
Remember, your brand is central to the way you communicate and operate, including your approach to governance.
Here are some tips to keep you on track:
- Say what you mean and mean what you say. It’s important to deliver as promised.
- Live your brand. Make sure every division of your business lives and breathes your values.
- Be consistent. Consistency and repetition is key. Every business is competing with a million others. Keep your image consistent and repeatedly state your secret sauce to make it easy for your stakeholders to know what you stand for.
Have your own thoughts on the importance of culture to an organisations’ success? Leave your thoughts on our Instagram post @scaleupmarketing.au