Archive for November, 2014

Brand Repair

November 26, 2014

redbrand

Some organizations have reputation troubles. It’s likely they earned them.

A tarnished brand is something we’ve all seen and don’t want. An advising peer recently shares this case: “We are hand-cuffed in a very important assignment. The client organization is full of ego, fear, dysfunction and paralysis. Regrettably, standard, constructive practices that could inform our tasks were suspended – all because of reputation worries. The senior management knows their brand is in a tattered state.”

A tragic management response is in play: close ranks, worry, more clauses in the standard contract, gag orders, commands, declarations, defense, denial and other control tactics. These choices build fear, disables staff and sends distress signals. It jacks up anxiety. Moreover, these actions can become a negative loop that cause more injuries (inside and out).

A viable alternative ? Carefully identify the wrong values, attitudes and behavior that created the reputation challenges because they inform what must be different going forward. Then, step away from the “war” and demonstrate some vulnerability. Act swiftly and consistently to promote great experiences.

Try this brand ambassador recipe:

(1) Listen. Calmly and patiently hear what the aggrieved party says and what it means.

(2) Apologize. Indicate authentic concern for a failure or inadequate experience.

(3)  Fix it. Take action to remedy the mis-step. While this isn’t always possible, if it is, do it, promptly.

Make these actions automatic for everyone in your organization. From top to bottom, staff should know these three steps. Soon, the volume of good and great recent experiences will replace the stain of history. Concurrently, take big inside actions to attend culture, and make plans along with specific communications that support internal process and structural improvements.

Learning how your organization is understood by others requires gathering both random and routine feedback. This knowledge can serve organization effectiveness. Reputation is earned from the experiences people have inside and outside your building by phone, email, in meetings and other routine interactions. Part of building great brand as well as organization performance is this paradox: take off the armor to build strength.

Lisa Wyatt, Ed.D. is chief strategy officer and partner in Phillips Wyatt Knowlton, Inc. PWK is a performance management resource for systems and social change with clients worldwide. Lisa has cross-sector and international experience. She is an author and W.K. Kellogg Leadership Fellow. See: www.pwkinc.com


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