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brands, increasingly personal

Every time brands more personal?

I know a headline and a very focused blog management You can give more than one reading. And has.

Big brands, which come, that convinced, They will be directed only to persons who are not looking for products or services. people seeking ethics will be addressed, brands and businesses that defend the values ​​that abanderamos.

I recently saw a video of an interesting initiative of the firm Ecoalf: Asked fishermen trawling various brotherhoods that collect plastics for recycling networks and remove them from the seabed.

With those plastic, a group of entrepreneurs get recycled to manufacture sports shoes and other clothes. A second chance. Recycle, re-use, increasingly sustainable, increasingly personal.

Not catastrophism, time is running out

Climate change and its consequences is not a lie, It is a reality that requires conscious businesses and consumers. Consumption by end use our planet as we know it.

The responsibility is twofold, On the one hand we, as consumers, we must ask before purchasing a product or service:

  • Do we really need?
  • Do you need it again? Is there a recycled version?
  • It is manufactured in accordance with our values? That is to say, without child exploitation, without abuse small producers, avoid greenhouse gases in production, that is easily recyclable, that have a price according to its performance, duration, without obsolescence, that does not contain harmful or unnecessary chemicals ...

The producers, by his side, must understand that not only buy products or services, but to defend our values ​​brands. brands increasingly personal. John Galiano, of the fashion Maison Margiela it's direct:

Ethics brands

Source: The Future 100 JWT

On the other hand, Enrique Dans He warns in one of his articles: "A part of humanity is too busy making money to raise that something as insignificant as saving the planet and human civilization". tremendous notice.

Values ​​indicate that not everything is

Like people, every time we will be more aware of our values. Many test or self-image as DISC How To Fascinate They help us identify.

And What about businesses and brands? who defines their values? who defines its purpose? In recent years managers have entrusted to external consultants (often not specialized in branding) the definition of "corporate statements”. It's a mistake.

In my judgement, the values ​​and Purpose of a company and its brands they must be agreed by professional. I often do exercise to define the purpose and values ​​to a group of professionals, personal branding courses. And I assure you that the results far exceed what written in a section “official” hidden from the corporate website to which few ever.

A company has the potential strength of the sum of personal marks of their professional. But few know, and least advantage.

Humanize is to connect

Organizations should be aware of this dual challenge: on the one hand, identify Values of consumers. That will help generate a human branding (human branding), a human marketing, of connection, empathy. It's not about competing on price, but to attract generating confidence, real confidence based on ethics.

On the other hand, identify the values ​​and purpose of the organization and each of its brands. And do it from within, from home, having talent who best knows the company and its brands: professional.

With these two premises, the marks will be increasingly personal, and therefore will generate greater trust and empathy. managers, the the changemakers (change agents), They have an enormous responsibility to consider their people as emotional shareholders, as true connectors with something called "consumers", and we all know that they are people like us.

Girl photo by WAYHOME studio on Shutterstock.com

What is the positive impact on society want to leave? You got it? It called purpose

Why do you wake up every morning, beyond money or happiness? Are you in your hands better world, or a small part thereof? Why or who you're ready to fight? What makes that sometimes do not remember lunchtime? and add What is the positive impact on society want to leave?

We welcome the Purpose, to purpose, the vision, the search for meaning.

Some time ago I published on this blog post The person as a unique, a review of the magnificent book by psychologist Viktor Frankl “Man's Search for Meaning” and its observations on the purpose during their captivity in several Nazi concentration camps during World War 2. One conclusion of their studies is that people with a higher purpose, something that was waiting for them beyond the fences, They survived better than others.

In the field of organizations, as I said Ivan Diaz, branding expert and founder of Branzai, “Reality, is that the whole company that has elements of focus, ie propositions that help to walk in the same direction, It grows above average. It's more, any company that has defined a Brand Purpose, It is highly likely to have greater brand culture, and that by itself already it makes you above average.”

The transcendentalist philosopher Ralph Waldo Emerson (1803-1882) he said “The purpose of life is to be happy. It is to be useful, be honorable, be compassionate, do that makes a difference that you have lived and lived well “. I agree, Happiness may be a consequence of your purpose and how you take it out, not an end in itself.

I help to draw futures“. That's my purpose. It took me years to discover, and I did simply analyzing the positive impact of what I was doing in my work as personal burner.

Agree, and how does this apply in an organization?, who is the reponsable?

I recommend reading a great article Harvard Business Review called Creating a Purpose-Driven Organization, Robert E. Queen and Anjan V. Zhakor, two teachers and consultants. It's a long article but full of examples, fruit of their research and consulting experience.

It is extraordinary the mobilizing force of a good purpose. But demobilize his absence or purpose other than genuine. The article talks about a company that during the crisis of 2008 He tripled their income in subsequent years, fidelizó the better their professional and more. So, is not only an improvement of intangibles.

I know, You think it's much easier to write the purpose of a non-profit organization (ONG, administrations, public school, Public hospitals…). It is not like this. To a funeral home business can generate a positive impact on society, humanizing dealing with family, facilitating the procedures… The same with a company of military equipment did not the blue helmets of the O.N.U. They do not act as a peacekeeping force? No excuses serve. any organization (no criminal) creates a positive impact on society. You have to research what. Most important, share it.

I can not agree more with the phrase Simon Sinek, leadership expert: “Customers never feel anything for a company until its people first sit”.

In any case, and again recommend reading the article, summarize their 8 keys to creating an organization with higher purpose:

  1. Display an inspired workforce.
  2. Discover the purpose.
  3. Recognizing the need for authenticity.
  4. Convert the true message in a constant message.
  5. Encourage individual learning.
  6. Convert to middle managers into leaders driven by objectives.
  7. Connect people with the purpose.
  8. “Break free” to the change agents

Connect people with their purpose

Quinn and Thakor conclude that “although a purpose does not guarantee economic benefits, We have seen impressive results in many organizations. And other research, particularly the study of Gartenberg, which included 500.000 people in 429 and companies involved 917 annual observations between 2006 and 2011- It suggests a positive impact on operating financial performance (asset performance) and forward-looking performance measures when the purpose is clearly communicated.

So the purpose is not just a lofty ideal; It has practical implications for financial health and competitiveness of your business. People who find meaning in their work do not accumulate their energy and dedication:. release them, challenging conventional assumptions about economic self-interest. They grow rather than stagnate. They do more, and make it better.”

Do you still think that the purpose due to an empty and simplistic rhetoric? If you have banished the idea, You have a mission as leader of your organization: connect people with their purpose.

 

Photo Colourful defocused glitter by SBW18 on Shutterstock.com