Yes, you read it right. I have my reasons why I have used the word 'brands' instead of 'branding'.
Branding? Can be done with enough financial investment. Call in consultants of all colours and shades ( but it will be better if they are of western origin!) and you have a neat branding package going. Start a TVC blitz and you have people talking about your branding. Sponsor some cool events and you have your logo splashed all over. Call in more consultants and they will tell you how to put a new spin to your story. Really, its that simple. BUT, your brand can still fail!
The 'brand' is the total culmination of what the organization is about. It is the ultimate statement for its existence. Its the summum bonum of your products and services. It is your organization. BUT, what is your organization if it is not your PEOPLE? What is your products and services if your PEOPLE don't deliver them as promised? What is your brand if your PEOPLE don't believe in it? Sound trite simplistic? Sounds common sense? I think it was Ram Charan who once said that common sense is not very common. That's probably why, very little is done to align the PEOPLE to the brand. Many organizations seem to take it for granted that when you have a name and a logo and a brand, their people will fall over heels to live the brand. It never happens.
There needs to be a concerted and sincere effort to get the message across to the people. Not only that, there must be sincere effort taken to gain their feedback. Only when these two things are done, will the people start living the brand on a day to day basis.
Brand and branding fails or succeed because of the people in the organization. So, why not start with them?
Sounds common sense?
