Exclusive Interview with : Winnie Brignac Hart & Lorrie Brignac Lee, Authors, Stand Out
Updated on: 13 Jun 2016
In purpose-driven organisations, the goals are clear, established and communicated. It's not so much a capability as an immersion into the culture of the organisation that determines if its leadership is the proper fit, Hart and Lee tell Sangeeta Tanwar
In your book, Stand Out, you claim that the shortest course to being different is "to be more of who I am". What are the ways in which brands can be more of themselves?
Being more of who and what you are sounds like a simple idea, but the process of applying this concept to grow your business's bottom line is more complex. You have to re-establish who you are as a company based on the accumulation of all you have learned. We have found that evaluating where you are on eight fundamentals of standing out can re-establish the truths of your authentic brand. What are these? First, purpose. The organisation knows and lives its purpose, knows what it stands for and is true to its beliefs. Second, reputation. There is continuous and ongoing awareness of the organisation's reputation and top competitors. Third, visuality. The outward appearance of the brand truly reflects who the organisation is and the value it delivers. Then comes authenticity. The organisation's messaging is consistent, true, genuine and communicates value propositions. Next step, ideal leads. There is a consistent funnel of ideal leads that are defined, nurtured and managed.