Ignite Growth Through Clarity and Authenticity
In many companies, if you ask the simple question, “What is our mission?,” there will be as many responses as there are employees in the room. Most employees give answers that are right on track, but taken as a whole the answers point to unnecessary disconnection and confusion. Lack of clarity is a sure sign of missed opportunities. If employees cannot readily and clearly communicate the mission or vision of a company, then what are customers left to wonder?
This simple test can be used anywhere and it often provides great insights. I like to ask customer service reps on the telephone, or employees at the grocery store, at restaurants, or my doctor’s office…and, trust me, I get some strange looks. I generally see a strong connection between those who provide outstanding service and those who give clear answers about their company’s mission.
Aligning everyone on your team with a clear sense of purpose, vision and mission, is a priority that begins at the top. Defining “who we are” and “why we are here” is one of the most important leadership functions in any organization. It should part of an integrated communications strategy that is ongoing and exceedingly repetitive.
When I worked on projects at Ogilvy with Michael Sheehan, one of the most highly regarded media trainers, the rule in “landing” any message was always the same: repeat, repeat, repeat. Senior management might think the job is done after putting the message out a few times, but it never is. As a leader, your job is not done until you can visit every employee, supplier and customer and hear them clearly recite your company’s mission, vision, or what your brand stands for. Visit Michael Sheehan’s site.
This is one aspect I enjoyed on political campaigns. The job was never done until the voters could clearly understand the message. This meant repeating it over and over again, hitting the same audiences with consistency and message discipline.
It is imperative for organizations to develop a brand and identity that is clear, concise, and authentic. The problem many organizations have in communicating their brand is that the message just does not align with who they really are. The number one rule for authenticity: Be who you are. The second rule is: Be clear about it.
Building a great brand or company identity begins by sticking to the basics, resisting urges to be overly complex or to be too many things. Build a strong identity, make sure everyone knows it, and then grow it over time.
