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Corporate Brand Personality: Re-focus Your Organization's Culture to Build Trust, Respect and Authenticity, by Lesley Everett
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Corporate Brand Personality addresses the increasing need for organizations to refocus and realign their corporate culture in order to compete in a business world that demands trust, respect, and strong values. Moving beyond simply how products are marketed and perceived, it explains how to lead and engage people at every level within the organization to ensure consistent engagement with brand values. Including practical models to show how corporate culture and values can be managed and improved, author Lesley Everett provides real examples and case studies from sectors including hospitality, engineering, retail, and finance that show how employees' behaviors can deeply affect brand reputation through all areas of the organization. Incorporating a complete strategy from start to finish, this book will help managers and HR directors build visible leadership, project an authentic brand image, and reinforce the company's values.
- Sales Rank: #2184437 in Books
- Published on: 2016-02-03
- Original language: English
- Number of items: 1
- Dimensions: 9.00" h x .47" w x 6.00" l, 2.20 pounds
- Binding: Paperback
- 208 pages
Most helpful customer reviews
1 of 1 people found the following review helpful.
Useful
By Autamme_dot_com
Surely by now companies must understand that the business world in the mid 2010s is different, demanding trust, respect and strong corporate values, delivered through a corporate brand personality. Marketing and trying to sell product is not usually enough. So for those who have not yet realised this and for those who wish to check that they are firing on all cylinders, this book is for you!
The author mixes theory and practice together to explain how a company can inspire its employees to think about their corporate personality, managing, improving and advocating change both internally and externally. This is a company-wide process, affecting every department, demanding strong and focussed leadership to help lead the process that may change dramatically the company’s external appearance in subtle and possibly not-so-subtle ways.
It was a pleasant and accessible read, not bogged down with esoteric, heavy theory (such can have their place, here is not one of those occasions). It is written for do-ers in mind, whilst acknowledging that change might not be an overnight occurrence and something that may suffer from opposition or scepticism. Yet the author thinks positively and this radiates throughout the book with an enthusiastic, actionable tone.
The author notes that there has been a steady decline in manners within business in recent time, leading to an almost-accepted culture of apathy, rudeness, disrespect and general lack of common manners in communication and business dealings even though, it can be noted, communications are still wrapped up with a faux politeness, thanking us for our business, addressing us by name or a general touchy-feely approach. Yet it is not authentic, it can feel false, a fake personality in other words. How many of us really think we are valued customers, despite the nice words uttered when we are on-board an aircraft, when we open an email from a supplier or are in a store? Do we trust these companies and have good-faith? More needs to be done, a culture shift needs to occur for many since, after all, it is the negative issues that gets remembered and talked about and today it is easier-than-ever to pass on negative feedback experiences to friends, contacts and the wider world.
Some of the suggestions to help change are pretty obvious – when you think about it – yet they are not being implemented. Such as reverse mentoring. Typically, the older, more experienced and senior employee lecture their subordinates or effect change. Sometimes the younger employees may have a different, better perspective and it is they who perhaps should be mentoring their seniors about certain things, whether it is a cultural difference, a new technology, a new trend or just a different way of doing something. A strong, secure leader shouldn’t have anything to fear from this and everything to gain, yet that needs a great, confident, secure senior, doesn’t it… and there can be a shortage of them.
This was a book that kept throwing out ideas and thoughts and it was hard to put down. Even if you don’t specifically have a need for change (are you sure?) the book is more than capable of giving a great perspective overhaul and touches on many areas. Set aside some time to read it, focus on its messages and prepare for possible change. If you really do have everything in order, great – this book can help confirm that. For the majority of companies out there that may need a helping hand, this book could be part of the solution!
1 of 1 people found the following review helpful.
Lesley Everett Has Written the Definitive Guide
By Vanessa Bredthauer
I believe that every business, big or small, should make this a 'must read.' It is a perfect guide to creating a strong, honest, and successful corporate identity that includes all employees, especially those who work with customers. Business reputations are directly related to customer satisfaction and this book links them in clear, important ways.
1 of 1 people found the following review helpful.
Highly recommend.
By Cheryl Cran
Lesley Everett writes a compelling book on the need for businesses to align corporate brand for greater success. The examples and strategies provided in the book are practical and will help organizations to uplevel their brand. Every corporate leader needs to read this book and put the ideas into practice. Highly recommend.
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