I'd like to bring your attention to a recent post by Chad Levitt published on the Personal Branding blog (where I have also previously featured with this guest post). In his article, Chad focuses on companies that still think that they are in full control of their corporate brands. Eloquently, he calls them dinosaurs.
But what's wrong about controlling your brand, you may ask? Is it really so bad to have a clear idea of what you want your corporate brand to represent? Once defined, your employees will be asked to support your corporate brand vision, as simple as that.
The truth is, things simply do not work like that any more. Your employees, just like your customers, are not there simply to restate the bullet points your corporate marketing department has put together to define your brand. Just like your customers, your employees shape your brand. They are your brand. And they are for sure the ones who own your brand. This loss of control is pretty sad news for dinosaurs!
Although you might think that dinosaur brands have to be old-fashioned, old and big corporations, it's not always so. In fact, even a freshly baked start-up can fall into the trap of becoming a dinosaur brand. I don't think that anybody would pro-actively wish to become a dinosaur brand, but sometimes all it takes is to get disconnected from your customers and their passions. Ignore personal lives of your employees. Imagine that you are in full control of your brand and know better what your customers and employees need.
But brands can be coached away from the dinosaur mentality!
After all, a bit of more free thinking, and allowing your employees to access their Facebook accounts during the day gives you a good chance to fall into a very attractive, and by the way also lucrative category, funky brands.