GROWING YOUR BUSINESS: What about your company image?
by Dan Beaulieu
You’re proud of your company. You’re proud of the company logo on the side of that shiny new white truck. On your employees’ shirts, on all of your equipment. Everything you own, everything you do is all about protecting your image. That company logo represents everything you have worked so hard for. You spent hours developing that logo; you spent years developing your image and your brand. So that when people see your logo, they recognize it as a symbol of the good service, the products and the good value, in short everything your company stands for.
That logo, that image, that brand and what it says about you, your company, and the people who work for you. And all of that company good will has to be protected at all costs…right?
Well, think about this for a minute. One of your good customers is driving to Augusta on I -95, when all of a sudden, they are cut off and almost hit by one of your employees, in your company truck, bearing your company’s logo and name, speeding down the highway, veering from lane to lane driving to endanger. What do you think your good customer is going to think about your company now? Or worse yet how about someone who is not yet a customer, but was thinking of calling you to perform a service for them. Do you think they are going to call you now?
Or, how about this? One of your customers is sitting in a local watering hole having a quiet drink when he spots one of your guys, wearing your company shirt, drunk as a skunk getting thrown out of the bar! How’s that going to affect your company image? Think about that.
Okay look, these are extreme examples for sure. But these kinds of things do happen. In fact, it happens far too often. And every time it does, it hurts the company that the person is wearing or driving.
So, what can you do? First of all, hire the right people. Then instruct them in your company’s culture. Teach them about your company and your brand and your logo. Make them as proud of the company they work for as you are. Show them that your company logo is the symbol of your company and everything you stand for. That logo, that brand, is your company’s flag and everyone who works for your company should be as proud to wave that flag as we all are as Americans to wave the stars and stripes.
By instilling so much pride in your associates that they would never even be doing anything that would soil your company’s logo, your company’s image. You will also be instilling in them your company value and that will go a long way to getting the very best out of your entire team and that will lead to you providing excellent service and products, and to growing your business.
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