The Magic Behind Flawless Brand Execution

I’ve loved watching really good magicians perform ever since I was a kid. David Blaine and Criss Angel are my favorite street magicians, while Penn & Teller, David Copperfield and Lance Burton are on the top of my list of live performers.

For many, many years I was in total and complete awe of anybody who could successfully pull off a magic trick. But then along came a series of rogue performers who violated the most sacred of the magicians top commandments – “thou shall not reveal the secret behind the trick (it ruins the mystery).”

Here’s an example (click on video, below).

What strikes me is the simplicity of that trick. Now I’m no magician, but I’ve always considered myself to be a rogue marketing and branding guy. And to prove it, I’m going to REVEAL the magic behind flawless brand execution.

The secret is (drumroll, please) – accountability!

Pretty simple, right?

Here are the four (simple) things you can do to increase accountability, bolster employee morale, improve customer satisfaction and as a result strengthen your brand execution:

1. Assign the responsibility of delivering to customers on a day-to-day basis the company’s brand promise by embedding that assignment into each and every job description.

2. Hold managers responsible for measuring and monitoring how well employees are delivering on the company’s brand promise.

3. Incorporate “living the company brand promise” into employee performance reviews.

4. Celebrate and compensate employees who consistently deliver on the company’s brand promise.

Many executives are under the illusion that flawless brand execution involves managing a sophisticated set of algorithms, when the real trick is to simply integrate your brand promise into every detail of your employees’ growth and customers’ experience.

Try it out for yourself. I think you’ll find that the results on your bottom line will be magical.

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