Earlier in 2007 I did a post on Trademarks not what you think… It gave some starting points and some background to an idea that is really all about values and beliefs but does so in a more street smart way.
I thought it was time to pull out a few more and explore how they can be developed and a bit about why they can be developed (e.g. the end product of doing all this.)
Trademarks, the notion is that it sets you apart from anybody else that might have a similar business name (in the traditional use of the word), but beyond that it says “This Co does things in certain ways, ways that set it apart.” so the same with our trademarks.
It can be used to provide guidelines and information on bigger picture things in the business Marketing – Operational issues – Management. Then of course it can go to smaller issues within each area right down to the last ‘nut and bolt’
One key to using “Trademarks” is to utilise an overall device to assist with the development of each area within the framework lets call it a mantra.
“See something,
Do something”
If one person in the organisation saw something that was not “right” within the organisation they can invoke this mantra and take it from a saying to a thing to be acted on. If anyone says we can’t do that ‘because…’ then the person putting forward the idea need not feel put down, they were just doing what was asked of them, their aim might be to look deeper to find a way that can alter the first point they raised.
An example a customer service indiscretion is witnesses, you would (under ideal circumstances) report it as a matter of urgency or act on it immediately in some other way (take action) as it would effect a key area of the business (Customers!). If a mistake was spotted in an advert, “see something, do something” should then kick in immediately before it’s too late. (Again a key area of business and one that needs to be right.)
Using this simple mantra can give the business a developmental edge in all areas… so what to do, how to go about putting it into practice… make a sign “See something, do something” and put it up, everywhere! email people in your organisation about it (keep it brief) and support it at all levels, (from the customer down…)
Next, make a list of all the key areas in the business (to raise awareness) and give a few examples of how this system could be used in each, then start developing the business from that stand point. If profit is down, start with that, you will soon see what things are preventing your profit from developing and so you will be able to action those things more strategically.
Imagine, you know have a way of creating an improvement culture in your organisation simply and effectively. So go ahead, you have seen this now do something.
