“Managing Ethos – Staying True”Withstanding the pressure through

your brand

UNCERTAINTY

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. 

A brand isWHAT 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 LtdSuccessful 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 workforcebehaviours

Ability

Morale

Social Capital

Oppor-tunity

Applied by effectiveline managers

The ‘bottom line”

People manage-ment Policies

Ethos -core purpose,culture&mission

The business & peoplestrategies

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.