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Posts Tagged ‘Alan Wallner’

 

Earlier on, we had touched upon the importance of brand equity. One can undervalue the criticality of this attribute only at one’s own risk and peril.

Corporate Brands

Companies benefit immensely from making conscious efforts to keep their brand images shimmering. If asked to quantify the resultant financial uplift though, their CFOs would be found twiddling their thumbs. But it is not difficult to see the kind of benefits which accrue from having a shimmering image, whether in matters of human resources, sourcing or marketing, besides in such grey areas as liaison and government dealings.

Several instances can be quoted from my own stints with the Tata group.

When a INR 5 crore modern leather processing factory was established at Dewas in 1975, the plant was commissioned without any delay, with all necessary government approvals in place. No government officials had to be appeased, whether in cash or in kind. In fact, the then government of Madhya Pradesh went all out to support the complex being set up.

In another case, a senior manager deputed to the headquarters of the Electricity Board to secure power connection for a small manufacturing unit ended up assuring a demanding government officer that a measly amount would be paid upon the issue of the necessary permission. A 50% advance paid to the officer concerned was shown in the manager’s travel expenses claim. A furious general manager called in the manager and gave him a severe dressing down. Yours truly was called in and asked to resolve the issue. My visit to the place cost the company five times the amount demanded. Somehow, I could secure the permission without any further underhand payment and got back to my desk with a feeling of triumph and pride at what had been accomplished. The senior manager soon left the company and moved on to a greener pasture.

Tatas are well known for their sound values and systems. They have a unique way of handling under-the-table demands by all and sundry. When it comes to compliance, the emphasis is on avoidance and not on evasion. As to corporate governance, their 150 year old record is blemish free.

Tatas repersent a fine example of what Alan Wallner is apt to call a Conscious Brand. As one of the thought leaders who happen to be a part of the Conscious Enterprises Network, he believes that branding is not just about physical attributes; rather, it is about the inner presence of a person and of the team that creates the brand of a business – it’s the way we treat other people and work together to create something remarkable.

A Mighty Responsibility

To keep a brand duly buffed up and shining is no mean task. Besides management back-up, a positive culture and clear policies which facilitate an ethical approach to business dealings, it needs extensive training at the front level of any organization.

Experiences of Customer Delight

Sometime during the late 1980s, I once had a problem with a Kodak camera I had bought just about a few months back. Somehow, I had not been careful enough to save a copy of the purchase proof with me. I contacted the shop from where I had bought it and he refused to entertain me in the absence of either a bill or a receipt. But when I contacted the Kodak office in person, they made no fuss. A technician checked my camera and within twenty minutes, I walked out with a brand new fresh camera in my hands.

As a lay customer, I once had a problem with my TataSky direct-to-home service account. When nothing satisfactory happened for a week, I gave a piece of mind to the next person I could manage to speak to. Within a day, not only was the problem addressed but even a senior person called me up to apologize for the inconvenience caused.

Such first-hand experiences restore one’s faith in a brand, thereby giving it a unique advantage – that of free word to mouth publicity!

Converting Ex-employees into Brand Amassadors

At HCL Infosystems, another large company, a separation with a disgruntled star performer was handled very delicately. The outcome was that he ended up being an ambassador for the company, referring candidates for several other key positions in the following years.

Even a massive plant closure involving over 1,000 persons was handled so very decently that there were no protests and red flags of any kind, nor any interference from the local politicians or communities. Key personnel who could not be accommodated were assisted in securing alternative career opportunities, with the Human Resources Department playing a key role.

Caring for the Delicately Nurtured

Unilever recently stated having introduced a policy with zero tolerance towards domestic violence.

 

A ten-year stint of mine with Tatas matched well with my own upbringing. However, by the time the episode touched upon by me earlier occurred, I was in a bubble at the other end of the spectrum of values. I had perhaps permitted my honest visage and sincere disposition to be put to nefarious uses. Sure enough, the fault of accepting a situation of this kind lay somewhere within me.

Personal Brand Equity

It stands to reason that one’s brand equity is built over a long period of time. Once built, it becomes like the fragrance of an exotic flower. It travels much ahead of one, often opening up new vistas, offering a wider canvas for one to perform and excel at whatever one undertakes to do. The observant ones amongst those around us are surely able to size us up much quicker than we can manage to do ourselves.

Professionals need to step back every once in a while and check if their brand image is bright and shining. Keeping one’s brand value burnished helps in career progression. It is also an immensely satisfying slice of life which promotes self-worth and boosts self-confidence.

My experience tells me that these are the kind of inputs which go into keeping a professional’s brand value burnished.

Under-promise, over-deliver

Being aware of our core strengths as well as limitations helps us to assess our chances of success in delivering on a project. By ensuring that we commit conservatively but deliver zealously, we build up a reputation of reliability. There are indeed times when a polite ‘no’ could save us from denting our reputation.

Honesty and openness in relationships

Our colleagues and team members are equally smart. They are quick to sense a touch of opacity on our part. They detest a lack of transparency in us. Dealing with those around us with honesty ensures that they repose their faith and trust in us. As a result, our capability of getting things done improves.

Being a friend, philosopher and guide

All of us have some expertise which may not be directly relevant to our Key Result Area. It could be an insight into the realm of alternative therapies which a colleague can use for one of her family members. It could be about handling rebellious teenagers at home. If we put such expertise to use by helping others around us, word goes around and others rush in to seek our counsel. We might have the image of a tough task master, but this softer aspect of our personality helps us to build a unique brand for ourselves.

Networking

Whether within the organization or outside, networking goes a long way in building up our reputation. The trick, however, is in avoiding those with a negative outlook, while promoting ties with those who have positive vibes.

Keep learning

Keeping the saw sharpened always helps. By refreshing our knowledge pool continuously, we remain a leader in more ways than one. Often, a dash of humility is all it needs to remain ahead of the curve.

Being genuine

By being ourselves, we enhance our dependability. Others feel reassured and refreshed after each encounter with us. They do not mind confiding in us. In turn, this helps us to understand and address their anxiety and concerns better. Our ability to deliver improves.

A brand is all about reliability and dependability. It offers good value for money. So do professionals who work on the basis of deliverables. Smart ones realize that an image cannot be built up purely based on optics and communication. It needs to be backed by real inputs so one’s brand value remains intact and is kept shimmering at all times.

One of the key factors in building a brand and sustaining its image is the kind of value system it represents; moreover, the purpose which guides it.

 

(Illustration: Keller’s Brand Equity Model)

 

(Related Posts:

https://ashokbhatia.wordpress.com/2012/12/27/bidding-an-adieu-to-mr-ratan-tata

https://ashokbhatia.wordpress.com/2013/11/28/building-up-the-employee-brand-value-3

https://ashokbhatia.wordpress.com/2020/12/29/a-not-so-plummy-encounter-with-an-arm-of-the-law)

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