Creating a Message System that Builds the Brand
Why is a message system important?
Brands are built on having employees and clients talk about a company using the same words and phrases. The stories that are told about the company bring these words and phrases alive and in doing so, create a truth about the organization. The brand then becomes a self-defining reality; with a culture building around the vision ensuring the brand is nurtured, supported and sustained.
A strong Brand will enable an organization to foster employee and customer loyalty, and this loyalty will grow the business in 2 very powerful ways, 1] through return visits and stable employment and 2] the fact that both employees and customers will share a strong sense of pride that is needed to establish and sustain an strong passion for the organization. Loyalty is build on creating pride and passion from the individuals, both inside and outside the organization.
A Passion for a brand is the pathway to building a reputation, and a powerful reputation is the key to having employees and clients help build and grow the business. This system will build an intellectual connection to the organization, but more importantly it will enable an emotional connection – which is the fuel of loyalty.
There are four levels of a message system:
- A list of key words
- Phrases that are easy to remember and emphasize the brand
- Stories that bring the concepts to life
- “Tagline” an effective “descriptor phrase”
The following is a draft of a project I did with a Financial Services company – that I hope demonstrates how the power of how a message system works:
TAG LINE CHOICES
This must work for all business units
BUILT ON INTEGRITY, GROWN ON TRUST
OUR COMMITMENT, BUILDING YOUR TRUST
FINANCIAL SOLUTIONS FOR A COMPLICATED WORLD
All of the business units share three brand tenants and this system allows for additional tenants to be messaged which support a business unit’s specific needs. For example, Equity Capital Markets needs to be known for its research leadership. All units share the following three tenants: “Outstanding Financial Professionals”, “A Passion for Performance”, and “Outstanding Client Service”.
IT’S ALL ABOUT OUR REPUTATION
This is a statement defining an image of the culture of the organization.
We are a firm that values human capital on a personal and professional level; Our clients, Our people. We empower employees to do what’s right for our staff and clients. We have a collaborative spirit and inspire fun at every opportunity. We are proud to work with talented people who are obsessed with performance and who always put their clients first.
“You are known for the people you keep.”
Key words
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Key Phrases
- The business was built on smart and market-knowledgeable people.
- We are research driven and client focused.
- We are the best in the verticals we own.
- We have industry knowledge, but are regionally based.
- We are regionally based, but nationally regarded.
- We tell clients what we really think.
- We grow the right way.
- We live on square deals.
- We know that clients vote with their dollars.
- Our references are solid.
Key Stories:
“Our senior management is very accessible via phone, e-mail, as well as in person – they make an effort to visit the branches and hold open meetings to employees. We all get a personal e-mail for our birthdays, as well as any noteworthy occasion. Senior leadership was just here and after the branch meeting asked for the client associates to stay behind – he wanted to provide us with a forum to voice our opinions independently of the FCs.”
“We have always been impressed with how senior management actually knows who we are and our spouse’s names also. They really show they care. My regional is the best I have ever worked for, and I have worked for a lot in my 31 years as a manager.”
“Our Chief Market Strategist bought dinner for a client of mine after a seminar and visited with her for two hours about her portfolio.”
“You are known for the accountability you have had.”
Key words
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Key Phrases:
- We are the best in the verticals we own.
- We have industry knowledge, but are regionally based.
- We are regionally based, but nationally regarded.
- We tell clients what we really think.
- We grow the right way.
- We live on square deals.
- We know that clients vote with their dollars.
- Our references are solid.
At a recent business cocktail party (current and former board members of a small private school), an attorney I know asked where I worked. When he learned where, he was very complimentary of the Compliance Officer, based on several communications he had with her involving a mutual client (I believe it involved an estate settlement or similar issue). He described that she was friendly, professional, and thorough. I was very proud and impressed that she had made such a positive impression.
“You are known for the way you focus on your clients.”
Key Words
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Key Phrases
- We listen more than we talk.
- It is about dialogue not monologue.
- We deal with one relationship at a time.
- We ask the hard questions to help clients navigate their life journey, whatever that entails.
- We offer a personalized approach to meet clients’ financial needs and the depth of services and products required to meet those needs.
- We have the freedom to do the right thing for our clients.
- We put clients first.
- We are a company that asks one question to be successful: “Is this in the customer’s interest?”
- We customize our financial solutions.
Key Stories “There is a story of an elderly Gentleman who was very concerned after he was informed of the IT security breach – He arrived unannounced and the Chairman spent 2 hours letting the person discuss his feelings and thoughts.”
“You are known for the financial insights you describe.”
Key Words
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Conclusion
When people use the same Phrases, and tell the same Stories, the brand becomes alive and full of texture. All you need to do is ask the employees and clients what they think and you will know the power of the brand and have all the words needed to communicate what is Truth about the organization.
