Sunday, May 6, 2007

When bad brand personalities happen to good organizations.

I recently completed a re-branding of a networking group within a private club in Detroit. The problem with the group was that they lost their direction and it was increasingly harder to get membership out to events. They simply didn't know who they were. In the sessions to tackle the problem, we addressed who they were by building a personality profile of the group as it existed today. It was refreshing to see that the group were prepared to be honest about themselves and the discoveries reinforced this effort.

Take a look at your own situations. If sales are lagging or moral is sagging, maybe it's time you sat down and worked out your company's personality profile. Perhaps it is the reason customers are not as responsive as they once were. For your brand to be effective it much be in sync from every touch point. All your stake holders react only to what is presented to them. If your marketing efforts are generally on-brand but your personality is off, then it is a conflicting message and this is costing you sales. You don't walk-the-talk.

The networking group saw the build of the personality profile as one of the a-ha! moments. This, they were convinced, could be improved. Now they felt they didn't suffer the same old question - what are we doing wrong? The personality that the group now strives to show directly reflects their brand values and core brand message which is, "We present custom opportunities to build new relationships by learning through engaging. We provide the venue - you set the pace."

To enhance the educational value it was determined that a typical networking focus was too confining. To differentiate themselves further from other networking groups in the region they decided to re-categorize themselves as a circuit. Now "Business Circuit™" is the only circuit group out there. Their positioning statement - "Where Opportunities Come Full Circle™" further strengthens their determination to change their personality to a more mutually beneficial position. Focusing your brand will go a long way to re-invigorating your team to get on the road to higher earnings by making sure that all facets of your brand are in sync with the ultimate vision of growth.

Today, "Business Circuit™" is developing it's processes and the year's events are charted. All of the efforts are developed with a new attitude and a focused brand direction. More people are coming forward and volunteering to help in the effort. A new personality has emerged and the steering committee have never been more motivated.

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