Brand Building

In a meeting, I heard a presenter detailing the executed key activities and measurable results. One observer suggested using the statistics to pitch customers and grow the business. "We don't care how others see or rank us, as we focus on doing our jobs well." Those answerable and responsible for service delivery echoed to one another.

"Oh! Their moral mindset focuses on their work's intrinsic value only." I suppressed my shock. "Shouldn't they help with building the business brand and capture extrinsic value?" I thought. "Brand management is not just marketing, but a business strategy!" I did not speak that out, knowing the different value assumptions.

Brand perception of a business is shaped by the sum of experience in the minds of actual or potential customers. "If there's no communication via appropriate channels, would customers be able to see matters as they are ie the reality, or just see them as they believe ie their perception?" My business and philosophical query.

As neglected brand management would be costly to make good, I broke my silence and suggested packaging the impact in a mission-accomplished and vision-about-to-realize fashion, and thinking out of the box about new target customer segments. I aligned values and persuaded the team to collaborate in brand building!