Dame Security (a business offering security services to its clients)
- No other Value: The Product is the only value offered.
Brand Set-Up Scenario
The outcome that precedes from this value set-up has led the security company to hire a security force that is well experienced but without a model for engaging employees with the brand set-up. As a result, there is a lot of mismanaged conduct by employees in their style of operation and execution.
Employee A: This employee is guided by his own intuition and generally puts human life first in executing his duties as a security armed personnel. His values are pro life in dealing with his subjects and tries to protect the brand’s image by not being careless with his gun and makes sure criminals are brought down correctly according to a general arms and security training.
Employee B: This employee will do whatever it takes to bring his subject(s) down. There are no guidelines or rules when it comes to his duties. He finds it necessary to use all tactics necessary to get the job done, even if it means having to shoot to kill.
- No Purpose: The clients don’t know what the security brand stands for apart from their product.
- Poor Brand Experience: The clients are having different brand experiences as displayed by Employee A and Employee B. There is no alignment in brand culture and behaviour to the brand values that don’t exist. The poor brand experience impacts both the employees and clients.
- No Values: Not having values in place leads to the confusion and misguided behaviour of the employees.
- No Direction: The lack of values ultimately leads the brand to be directionless.
- Inconsistence: Without policies and a clear brand promise, the inconsistency is more apparent.
- No Impact: The ultimate perceived value is decreased and no impact is made by the brand.
The No Brand Value Outcome
There is a lot of misalignment within the brand and lack of good brand experience for the employees, dismantling brand culture and practice that could serve as guidelines. The outcome or perceived value is left in the hands of the employees with their style of operation and execution as a source of guide. The misaligned brand practices and culture reflects badly on the overall brand and its leadership, and as a result the client’s brand experience is terrible and wouldn’t even think twice of renewing contracts nor recommending the brand to anyone else.
- Clarity: Purpose, Values and Solution
- Intent: Brand strategy
- Alignment: Business, Brand and Behaviour
- Impact & Growth: Outcome and Goals
- Transformation: The Ultimate Success of A Brand And Business
A sustainable approach to get rid of the brand problem is to align the different codes.
- Brand purpose, values and experience
- Brand leadership and employee alignment
- Brand practice, behaviour and engagement
The vision statement also needs to be revised as it will articulate what the brand is aiming for as it also influences the behaviour of the security staff. The questions to always ask when experiencing a brand problem are: What business are we in? and how would the world be or look without us? This is a good starting point in diagnosing the issues and seeking a sustainable resolve.