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Casual Articles - Your Business Identity
It may take you days to write a proposal, or organize your thoughts for a presentation. But the busy person you are writing for -the new client or customer, corporate executive or investment banker- more than likely has only ten minutes to spare.Whether launching a new product, fishing for an investor, or introducing your company to a purchasing manager at a trade fair, you must be able to make your information leap to the top of the stack of faxes and overnight letter-packages, media kits and leave-behinds that are competing for attention. One can no longer rely on a clever design or fancy folder to do the job.
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your
Be more concerned with your character than with your reputation. Your character is what you really are while your reputation is merely what others think you are. --Dale CarnegieFor as long as I can remember, right up until when he retired a few years ago, my father ran his own appliance repair business. He was extremely good at it too. He had people calling him from all over the province to come repair their appliances. I remember one day a number of years ago, we were on our way to a place called Carbonear to look at a fellows Laundromat equipment, I asked Dad if he was familiar with this new kind
Too many organizations today focus on the image they have as opposed to their identity. Most medium and large sized organizations have some type of customer service training program for all front line staff. This training usually focuses on service and escalation procedures, handling difficult customer situations, and how to keep a positive attitude and smile when working with customers. Some organizations have facilitated their staff’s mastery of these skills and procedures. You will spot these companies anytime you have a problem. They immediately know what to do, who to call, and what their policy says they can offer you to try to keep your business and keep you happy. It’s impressive when it happens. In today’s world of international mergers and acquisitions, industries that are reinventing themselves and a more fluid change in staffing roles, business is faced with a new challenge: How to create and communicate a business identity to our customers. Good quality service will always be important to customers, but now they also want to know what and who they are dealing with in a business relationship. They want to know what you are in business for, what you believe in, who you partner with, and why it would be good for them to be a long term customer of yours.
Identity Versus Image
Image change initiatives have been getting kicked off in many organizations because the front line staff or the marketing people get customer feedback of this nature:
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your
Remember when email first became popular. It was the rage. Everyone was doing it, and it became an open door to new businesses, products, services. The beat continues. However, a new email is on the horizon and those who wisely get in on it now will find new profits in the coming months. It's like email on steroids.It’s called video blogging. What is video blogging?A video blog is a blog or web log that uses video as the central communication vehicle. The video can also include supporting text and other images.Why is video blogging the fastest growing trend in online marketing? …And why should you l
Identity Versus Image
Image change initiatives have been getting kicked off in many organizations because the front line staff or the marketing people get customer feedback of this nature:
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your
A small business faces one or the other dilemma because of its limited resources and capital. At particular stages of growth, you may require an extra hand but find that your cost factor is restricting. You might think of hiring a contractor instead. Whether to hire a new employee or an independent contractor is an important business decision. Both options have their own separate pros and cons.Hiring an Independent Contractor1. AdvantagesReduced Overhead: This means reduced costs in expenses, payroll, benefits and other overheads. It also reduces stress on covering cost revenue for a new venture. happy. It’s impressive when it happens. In today’s world of international mergers and acquisitions, industries that are reinventing themselves and a more fluid change in staffing roles, business is faced with a new challenge: How to create and communicate a business identity to our customers. Good quality service will always be important to customers, but now they also want to know what and who they are dealing with in a business relationship. They want to know what you are in business for, what you believe in, who you partner with, and why it would be good for them to be a long term customer of yours.
Identity Versus Image
Image change initiatives have been getting kicked off in many organizations because the front line staff or the marketing people get customer feedback of this nature:
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your
Seem like a strange question? You spend so much time applying for jobs and feeling like you’re at the mercy of the employer that it’s a radical thought to imagine you actually have control over the situation.So take a step back and imagine that you are the hiring manager for your ideal job.Start by taking a look at your resume. What does it say about you as a person? Does it tell an accurate and complete story about your jobs and skills? What words would you use to describe the person depicted on the resume? Successful? Competent? Intelligent? Outgoing? Creative? Or Boring? Non-descript? Not motivated?
Identity Versus Image
Image change initiatives have been getting kicked off in many organizations because the front line staff or the marketing people get customer feedback of this nature:
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your
Next time you write a letter to a donor but can't think of the best way to express yourself, let someone else do it for you. Someone like Mother Theresa. Mark Twain. Rosa Parks. Ernest Hemmingway.Quotations are one of the most effective ways to inspire and motivate donors. Think of all the topics you could possibly want to write about in a fundraising letter, such as apathy, challenge, faith, freedom, generosity, injustice, love, optimism, persistence, poverty and war. Chances are, someone, somewhere, at some moment in history, has said something quotable on your topic.<
· Customer service is inconsistent or poor
· Your firm has merged so many times I don’t know who owns it or in which country it is based
· I don’t know who to do deal with
· It’s not clear which of your product lines apply to me
· Is your organization still financially viable?
Image is often symptom of the larger problem of business identity. The intrinsic values, beliefs and attitudes of the people and management of an organization will do more to shape the identity of the company, than the effect of any image change program. Image changing initiatives often do more to conflict with the real identity of the organization than improve it and usually cost a lot of money. The phrase, “inner beauty”, can be applied to organizations, just as it’s commonly applied to individuals.
Identifying Your Business Identity
To document your business identity you need to be able to answer the following questions:
· Who is running the company?
· What are the company goals?
· What are the company values?
· What are the customer responsibilities for each process?
· How do marketing and promotional materials describe the organization?
· What motivates employees to stay with this organization?
Improving Your Business Identity
Customers, processes, financial conditions and new leadership styles can all be reasons why organizations need to look at changing their identity. The “inner beauty” of an organization is developed by starting with the core and identifying strengths and weaknesses. To improve your business identity, begin by taking the following 10 steps:
1. Identify the leadership’s vision of
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