“Managing Ethos – Staying True” Withstanding the pressure through your brand

UNCERTAI NTY

A brand may be the name or symbol that is used to sell products or services. BUT It is also the emotional connection & associations people have when they think about you. It is also the emotional connection & associations people have when they think about you.

A brand is WHAT YOU STAND FOR

The private sector: the ‘for profit’ bottom line: The “right” products/services i.e. brand Satisfied and loyal consumers. Strong consumer demand. Profit target met.

‘Not for Profit’ Bottom Line Anthony Stanton Ltd Successful organisations, flourishing staff The right products or services (in terms of quality, cost, innovation) Strong public reputation. Financial targets met Satisfied and loyal Donors/Employees/ Volunteers etc

Powerful workforce behaviours Ability Morale Social Capital Oppor- tunity Applied by effective line managers The ‘bottom line” People manage- ment Policies Ethos - core purpose, culture & mission The business & people strategies BRAND

STAYING TRUE - A key role of the line manager in delivery ‘Manifest’ the brand promise to other employees - make clear the vision to staff so that “all working in same direction and delivering consistent ‘customer’ experience” Hold employees to account for delivering their side of the bargain by : –Clarifying the values –Generating examples of “on” and “off” brand behaviour –Identifying the ‘Brand Touch points’ i.e. key moments of truth –Sharing with others how the values are relevant in the touch points –Giving direction for appropriate decisions/behaviours Benefits: attract, retain and motivate the right people to behave in sync with each other The organisation’s brand ‘promise’ constantly re-sells to the right people why the organisation is the place where they should work and how their behaviour should be, to be ‘right’.

Breaching the brand promise The brand directs and guides behaviours and raises expectations of employees Penalty for breach – must ‘live the brand’. ‘The proof of the pudding …’ If you can’t deliver it, don’t make the promise.