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Brand Complacency:
The silent killer and how to avoid it.

In this series of three articles we bring to your attention some key dangers of Brand Complacency.

We start with EMPLOYEES - Retention and Recruitment.

When it comes to most things in life, complacency is rarely something that can be seen as a positive. For business it is definitely a silent killer as brand complacency can lead to a loss of key individuals and a failure to attract bright ambitious people.

When talking to businesses of all sizes and across many sectors we discuss why brand complacency creates this danger. Unfortunately, it’s rarely a danger that is noticed until it's too late. We can even be complacent about the dangers of complacency!

So, how do you avoid it and when is it at its most dangerous?

Make your employees your best advocates

Building a strong brand through improved communications with your client but also with your employees is one of the most effective ways to significantly increase the value of any business within a relatively short timescale. But sadly the vast majority of SME's (and some large enterprises) fails to acknowledge that fact.

When talking to our clients we highlight recruitment scenarios that can prove to be very costly if there is a lack of investment in building a strong and authentic brand. For example you will run a significant risk of losing your much-valued employees to competitors who have grown a brand that is more attractive to bright and ambitious people.

An employee that has been with a company for many years may start to feel that his loyalty to the business is taken for granted and this feeling may be compounded by an overall lassitude. If the company feels like it’s in a rut then people working there can often feel the same about their career opportunities. And with the rise of social media and engaging websites that have been beautifully crafted it is little wonder that companies who are complacent about their brand and their vision for the future struggle to keep up with those who invest time and money in building a great business and a great brand.

What is your promise? Promote employer brand promises

On top of that, brand complacency is often the reason why companies struggle to attract the very best talent to their business. The way companies focus on brand promises towards customers should also be implemented towards attracting an often-underrated group of customers that is: job seekers.

Many studies* indicate that the working environment, the company culture, the company's reputation and how they use various communication platforms have a huge influence on the quality of candidates that are attracted to that business. It's certainly not all about the remuneration on offer. But most importantly don’t offer something you can’t deliver!

As for that all-important 'positive gut feel' about staying with or joining a company, it often comes down to the strength of the brand. It may not be articulated that way by most of us but investing in your brand can reverse all the dangers and significant costs that employee complacency can bring.

*

Strengthen your internal branding

“Success in business is all about people, people, people. Whatever industry a company is in, its employees are its biggest competitive advantage. As Virgin Pulse CEO Chris Boyce said recently, “They’re the ones making the magic happen – so long as their needs are being met.””

Sir Richard Branson, Founder, Virgin

You do not need to cross the seven seas to find the best brand ambassadors. They are your employees. A recent study from Gallup (January 2017) reveals that only 41% American employees know what their company stands for and what makes its brand different from their competitors.

As an employer you need to:

  • Define a clear mission and brand values which give a sense of purpose to your employees.
  • Strengthen your internal branding in order to transform workers into true brand ambassadors.
  • Connect your employees with your external brand to ensure they understand the company mission.

So do you still think that your most valuable asset in business is your “people”? They are valuable for sure, however we would argue that your brand could and should become your most valuable asset because it is your brand that attracts and retains the brilliant people that every business needs to survive and grow.

In our next 'Brand Complacency’ post we will be looking at CLIENTS - Loyalty and Gains.

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