Creating the Perfect "Brew"

I had a chance this week to spend some time with my very creative and talented sister in law. She works in the internal communications area in the adult beverages industry; they make beer, very good beer.

Her role is to assist in crafting the messages for their internal employees to understand the values and mission of the organization and how their individual and collective roles fit into it.
We were talking about the parallels between making beer and crafting a great message- it isn't just simply a recipe. All the right ingredients without that something "else" and you just have beer, not great beer. All the slogans and mission statements and team building without that something else and you have a good organization, but not a great one.

Her charter is to help her organization create extraordinary brands and she and her colleagues identified six elements that they feel are essential to accomplishing that objective. I would go further and say that like congruency and other concepts I have shared on this blog and other places these elements speak not just to beer, but have a dimension of universal application to them. These are the elements:

• A defining brand truth. Think about the concept of a defining brand truth. It articulates value statement not only to your customers, but also to your employees. It allows them to commit rather than merely comply.
• A set of in transient principles. Great brands refuse to compromise on their principles. They may change a process or a look, but they retain their essence.What they represent is foundational and consistent.
• Great brands are iconic. Think about great brands. Brands like Porsche, Mercedes, Xerox, Kleenex, McDonald's, Starbucks and others. They are a benchmark. Their "brand" is instantly recognizable.
• They create and reinforce an experience. Think about that. Great brands literally create an expectancy. You don't just go there or dine there, you experience them in a variety of ways.
• They are inspirational and aspirational. As we have talked about with the new definition of engagement a great brand creates a pride of affiliation. Employees and customers take pride in their association with the organization, they champion the product or brand. They become benchmarks.
• Great brands are enduring. They continue to deliver value to their stakeholders; shareholder, employee and community.

I am struck by the parallels between their elements and those described by BlessingWhite and others in achieving engagement. To operate consistently within the framework created by her and her colleagues is not for the faint hearted. The elements are systemic, you can't do one or two of these things you must do them all and you must do them consistently.

These elements are also built upon a foundation of relationships. They are based on interactions of people. Technology and systems will not create this alignment, they can only reinforce or erode the elements.

She is a passionate advocate for her "brand". She believes in it and works very hard to articulate the principle behind it to others. She "gets" engagement in a very visceral as well as intellectual way. She is committed rather than compliant. She also recognizes that as skilled as she is in communications that the real engagement will occur not in articulating, but rather living the brand promise. Every employee will look to their boss for consistency with these values. She is an explorer rather than a mapper!

I like their elements, I think like the five elements of moving from compliance to commitment (respect, responsibility, information, rewards and loyalty) they are clear and simple without being simplistic. They focus on relationships rather than abstracts. I especially admire their organizations commitment to crafting and communicating this message of who and how to all of their employees giving them a chance to "join up" rather than simply comply.

So I would be curious, what are the "ingredients" in your particular brew? Are you committed to creating and sustaining an extraordinary brand or content to be one of the "pack"?

Thanks for sharing with me Mel. You gave me some great insights and I am excited to see people and organizations recognizing that only through engagement will be be able to build the iconic organizations that so many of us claim to aspire to. Your "brand" is lucky to have such a passionate advocate!