9 THE SENIOR EXECUTIVE’S ROLE IN BUILDING AN ENDURING BRAND

Any senior executive must understand what makes their brand different and what will be the basis for any decision, that will guarantee a consistent differentiation, and a consistent execution of such values. When recruiting employees and performing induction, these ideologies must be deeply embedded.

The executives who have responsibility for hiring, training and replacements in key roles must understand and execute the company values, otherwise you have a melting pot of cultures and values.

The company’s positioning, values and ways of doing things must be very clear. That will translate into the way the company does business, always listening to how the company is perceived by customers and prospects, and how that perception affects the companyu2019s future.

Building and managing a brand should never be the way you think is the best. It should be the way you think is the best within the companyu2019s ideology and values. Each company has its fit, and it is acceptable that it is not the right brand or the right place to work for everybody. In the same way, one brand or product is not used by everyone. If an executive is genuinely looking to build an enduring company and brand, they must demand and ensure the consistency of values are translated from start to finish up to the moment of delivery to the customer, not accepting anything less.