Brands that engage their audiences grow and thrive. Brands that don't survive or gradually wither away. So, what are the key elements of engaging brands?
- Establish compelling mission, vision and values.
- Build internal consensus and alignment around the mission, vision and values.
- Embrace 360 degree engagement of all employees, strategic partners, vendors, customers, volunteers, members, board members, etc. around achievement of the organization's mission, vision and values.
- Have a people-first philosophy. Use the servant leadership model. Surprise and delight people with exceptional service.
- Build a collaborative environment. Think "win-win," not "win-lose."
- Know that education and entertainment are important parts of any brand experience.
- Widen the circle of engagement. Reach out to new groups. Create products, services and programs for diverse groups. Be inclusive.
- Become essential. Create meaning for customers. Share values with customers. Become a platform through which a broad group of people can share the same values.
- Co-create your products, services and programs with your customers and other stakeholder groups. Engage people and listen to what they have to say.
- Become a high performance organization. Become a continuous learning organization. Constantly innovate, improve and evolve. Never stand still. Never rest on your laurels. Recognize and reward excellence. Be your own toughest competition.
- Know that in the end, everything you do is all about people and serving those people.
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