Step One - Define Your Brand - Build a Better Workforce

THE STONE GROUP
1981 MEMORIAL DRIVE
Suite #223
CHICOPEE, MA 01020

Michael J. Stone
phone(413) 726-9095
toll free: (866)615-6698 Mike@BuildaBetterWorkforce.com

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Step One - Define Your Brand

In order to build a better workforce, and increase employee engagement you must have a purpose. You must stand for something.

For my company, The Stone Group, look to the bottom of the page "Success through the Success of Others." That single phrase drives my business. My only measure of success is the success of my clients. I am very fortunate to be able to unite my business mission and my personal mission.
Throughout my life, I have always achieved fulfillment through the success of others. My work will always have tremendous meaning to me because it is in alignment with my life goals.

The first step in BBWF (Building a Better Workforce) is very simple. There are three parts to this simple task. For some of you none will be easy. For some of you one, two or all three will be down right painful. All you have to do is answer a simple question, and then ask that same simple question to others. The question is what does (fill in your company name) stand for? You have 5 seconds to give me a one-sentence answer.

If you successfully made it through part one without any pain or suffering, congratulations. You would be amazed how many small business owners struggle with that simple task. If you suffered at all, don't be alarmed, you are not alone!

Now comes part two. However simple, these next two tasks may not be pleasant for you. By the end of the day you need to ask five to ten of your employees that same question. Continue to ask 10 employees per day until you have asked every single person in your organization what does (your company name) stand for? Keep track of the answers you get. Don't be surprised if your employees say things like "Isn't that your job?" Or, "If you don't know, how should I?"

When you have completed part two, you guessed it; contact your three top customers/clients and ask them what they think your company stands for.
Don't stop there. Ask your suppliers, the people next door, the mailman, the UPS driver, and the principal at your kid's school. This will help you to determine your starting point (Key: it doesn't matter where you start, but it's nice to know how far you have to go). It is important to resist the anger and frustration that might fester through this process. It is what it is. Deal with it and move forward with conviction.

Your brand needs to ooze out of every pore of every person that wears your nametag, or carries a business card with your company name on it. It amazes me how rare this is. The stronger your brand identity, the easier it is to succeed at every business function. Like-minded people from all walks of life will be drawn to you. The list includes customers, suppliers, employees, potential business partners, and civic/community leaders.

One of the biggest mistakes organizations of all sizes make is making their brand message strictly customer focused. This is especially common in manufacturing. Often the wall that is built between the corporate offices and the plant is as figurative as it is literal. One of the main keys to employee engagement is the feeling of a common goal, or a common purpose. A clearly defined brand fosters team building as production, marketing and sales can work together to deliver a consistent message.

Bonus: A well defined brand message gives you leverage. After all, your brand is an extension of you, and your philosophy. The better your employees understand your brand message, the more empowered they feel to make decisions on your behalf. Your brand message is the compass by which decisions are made. I will address this in more detail in Chapter 3 "Developing Leaders" with some simple ideas to reduce those incessant phone calls and interruptions with minor "emergencies."