Strong brands... We are fast becoming a strong brand. But that's not the only thing. We, Treams, have tremendous appeal for strong brands. A number of strong brands are customers and we inspire other strong brands with our vision. But what is special about a strong brand? I like to share some observations with you. Simply, to learn from and because it makes me happy myself....
Vision
What I mean by a strong brand is one that has a strong character. It has its own language, a strong association among customers and employees and a powerful visual image. Strong brands have a vision. They stand and go for something and continuously show it. Not in response to what is happening, but from within themselves. In fact, they reinforce their character by who they are. Constantly they are developing themselves, doing better and delivering on their promises to customers and employees. That's quite something.
Binding
Their brand is strong because of their employees. They understand this all too well. Through their identity, strong brands give direction and meaning to products, people and organizations. People want to work for strong brands, and these brands also manage to retain employees easily. In fact, people immediately feel good or not good about such a company. You know fairly quickly and in a distinct way whether you want to work there. And also whether you want to be a customer there. A good feeling creates a strong bond. You don't just leave a company where you feel at home.
Strong brand by employees or strong brand by employees?
We find that our clients are leading the way by putting the development of their employees first. They know that their people really make a difference. And that, above all, people connect with a company's values. This requires strong leaders. Leaders who ensure that employees come up with their own initiatives and solutions. Who know that having employees work within a certain bandwidth does not work. The company makes every effort to ensure that every employee knows what the company's values are and trains them accordingly. They make sure customers are exceeded in their expectations and go the extra mile. Last but not least, they receive continuous feedback from each other on everything they do. On performance as individuals, as a team and on their development.
Congruent
Another important component I see in strong brands is that the inside and the outside are congruent. Customers and employees are approached and treated the same way. As an example, if customers can use everything digitally, the same is done for employees. The message communicated to customers is the same as that to employees. Everything that goes outward as branding is congruently translated inward. That creates a very strong foundation and credibility.
That is a very powerful way in which employees can identify with the brand. They recognize themselves in the values that that brand represents. And they feel the bond every day. I think it also brings a certain pride in working for a strong brand.
Development
Strong brands also have a "promise" in them because they have a certain perspective. Employees easily connect with that, the promise beckons so to speak. The fact that that perspective permeates the entire company also makes it natural that you, as an employee, also have a perspective. Namely that of yourself, of your own development. And that of your team.
Fun
Performance management , that comes very naturally. It is the engine on which the whole company has built its strong brand. It makes me very happy, it is very nice to contribute something to the results every day. But also that you can continuously work on your own development. Just because it's there every day. Performance management in these companies is usually very nice, often with a fine way of giving feedback that is used in a light-hearted way. Then you don't have to come up with measures to stimulate people. That actually happens more or less automatically and also with a lot of fun.
I really wish everyone could "work" this way!
Yolande van der Veer - Expert