A shot of branding to help you create relationships that work.

April 14, 2011
What's YOUR Crutch?

Let’s face it; in any organisation, people come, and people go.

If it’s an employee who makes little or no impact on the business, work goes on pretty much as usual. The problem arises when it’s someone who’s seen as a pillar of the company.

Ideally, one person leaving shouldn’t cause a company to crumble, no matter how important that person is. But the fact remains that the more outstanding an employee, the more often that person is relied upon. And this could lead to a team, division or even the entire organisation falling into disarray.

The truth is, nobody should be seen as indispensable, no matter how comforting it is to think that they are. Sure, it’s nice knowing that there’s always that person to hold things together, go the extra mile, do the things no one else wants to do. But it’s also irresponsible, because it means becoming dependent on that person.

“Let’s get him to do it” or “She’s capable enough to handle the entire thing” shouldn’t become a norm, because it is an excuse not to be accountable. In a sense, these exemplary employees can prove to be big crutches for the rest of the company if steps aren’t taken to overcome the effects of their presence.

This applies to brands as well.

Are you relying too much on one aspect of your brand, for instance, a brand ambassador? What happens when the contract expires, or the personality is embroiled in a scandal?

Are you placing too heavy an emphasis on one or two main brand communication channels because they have traditionally been more effective? What if consumption habits change?

Or are you emphasising only on promotions and discounts to move your products, which can eventually devalue your brand and lead to its demise?

Find the crutches in your brand (and company), and overcome them.

A little fall now, beats a crash when you least expect it.


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