“We are the best brand in this vertical for delivery of enterprise computing and we have a global delivery model -this is what our VP told the that big prospective client. I was required to attend our presentation” Mitchell said sounding unhappy. John nodded as he pressed the cappuccino button for her.
“Do you know what is so special about our brand?”
John looked bank. He said,” Mitchell, this is a typical elevator pitch”
“Is the elevator pitch valid only for the duration of the transit? I constantly get clients’ reminders for pending work and for fixing errors. It is very frustrating. I do not know what a brand means and I no longer wish to know”
It is just as well that the coffee machine capers are not heard in the elevators. For the VP has perhaps no clue to what a brand really stands for. His brand is the market leader so it has to be the best as far as he is concerned.
There are not many companies who can afford to be smug about their market leadership. There are none.
It takes a while to think and act on what a brand really means and how to get there.
Branding is what your customers think about you and what they think about your market offerings in simple words (great so so mediocre very reliable and meticulous etc). It is obvious that, what customers think flows directly from your offerings and their delivery processes and other customer touching processes.
If these processes are not lead by effective leaders and are not geared to fulfil your promises to customers, your brand value will start slipping and your people will not stand behind your brand.
Coffee machine capers are more potent than elevator pitches. Pay heed.
Learning Leadership offers e-learning and e-coaching services that help in dealing with above issues. Its Regenerative Leadership model covers business process improvement competencies. On-site or face-to-face engagements are also available in the US and in India.