HR Resolutions June 2018

J UNE 2 0 1 8 #DramaFreeHR News

WHAT KIND OF PERSON IS YOUR BRAND? H ow to M ake an U nforgettable I mpression

FROM THE DESK OF Karen

Hopefully, by the time you read this, spring really will have sprung. What a frustrating season this has been! We had the opportunity to spend some time in the South in March, and it was cold; I wore shorts one day out of 17 just to say I wore shorts in March. Little League has gotten underway in our lives. Barry coaches both the 12-year-old and the T-baller (age 6) and is enjoying spending time with two of the three grandsons. “Gammie” (me) is a warm weather spectator, so I do not get to the games until later in their season. We’ve been traveling so much and so far this year that it will be nice to be home for a few weeks. What about you? I’d like to highly recommend that you sit down right now and decide when you’ll be taking a break from the day-to-day of your email and desk. Let me know about your summer vacation plans. You know what they say, “All work and no play …”

“What’s in a name?” is perhaps one of the most memorable Shakespeare quotes. When he penned this line in “Romeo and Juliet,” I’m sure he didn’t mean for it to have direct applications to branding in the 21st century. But there is perhaps nothing more important to your company than its name. The name of a business is so much more than just its identifier. It carries a distinct persona that elicits an emotional reaction. It implies an experience. It invites interpretation and judgment. The way your name is regarded should stem from a precise interaction with the paradigm of the potential customer (a fancy way of saying it should be controlled by you rather than left to chance). The good news is that this interaction can be shaped and molded to fit the very goals your company aims to achieve. That’s where branding comes in. WHAT MAKES A GOOD BRAND? Picture your company as a person. What does that person look like? How do they present themselves to the world? How do they speak? How do other people interact with them? Branding encompasses all parts of your business and makes it available to the public. But just as humans can make a bad impression, so can corporations. Bad brands ignore two crucial parts of branding:

1. The nitty-gritty details

Brands need to approach every detail of their company with careful attention. Let’s continue to use the analogy of your brand as a person, only now they’re going on a date with a potential consumer. When your company sits down for dinner, do you want it to come off as sloppy, ungroomed, and unprepared?

- Karen Young

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