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Branding: You are the Brand
Copyright 2005 Daniel Sitter What's in a brand name? Everything! Think of these brands: Coke, Barbie, Hershey, McDonalds, Madonna, Pepsi, Bono, Microsoft, Kleenex, Xerox, Steven Spielberg, Dell and GM. Did you notice that brands can be things,...

How Can Job Fairs Help Your Company?
You may have been thinking about participating in career fairs. To some, this may not be a very feasible idea. The same crowd of candidates that visit your booth may also be visiting your competitors’ booth. In manning your booth, you need manpower...

Learn how to make money with reprint rights marketing
Reprint/Resale rights give you the opportunity to sell someone else's product & you keep 100% of the profits. This of course is done for a once off fee. This is a great way to get started when building a web site or starting a mail order business...

Move over McDonald’s! SumoSalad Expands into UAE
SumoSalad says “Move over McDonald’s!” Concept salad store, SumoSalad, has entered into a master franchise agreement to expand into seven countries in the United Arab Emirates. SumoSalad currently has twelve stores in New South Wales and Victoria,...

So you're thinking of having your own website?
If you’re daydreaming about having your own website and you’re reasonably new to the world of computers and the internet, there are a few basic things you really should consider first. I’ve listed 10 baby steps to take first that could possibly...

 
The Top 10 Questions for Socially Responsible Leaders


The assets of your business traditionally include property, plant, equipment, and your customer base. Progressive organizations understand that business assets also include their good reputation, responsiveness to change, the ability to conduct a constructive dialogue with stakeholders, the ability to take advantage of networked resources, and a host of other non-traditional assets. Companies are increasingly adopting socially responsible business practices based on sustainable development to ensure efficiency, stimulate innovation, and create top-line growth. This “new” approach to business must reach into every area of the organization to ensure that goals and objectives are in alignment with the mission. To begin the discovery process, ask yourself these questions:

Leadership

1. Is the organization managed with an emphasis on being socially progressive? Today's progressive organization understands what it means to be socially responsible and how that contributes to the welfare of the organization. Leadership must prioritize values and initiatives and incorporate them into the agenda in a way that is in harmony with the overall objectives of the organization. At this point, this "new" agenda must be communicated so that all concerned can progress it forward.

2. Does the organization operate using a cost vs. benefit approach taking into consideration intrinsic and consequential costs/benefits? Some may think that emphasizing social responsibility will be a financial drain on the organization too great to overcome. If that were the case, there would be no case for this new approach to management. Costs must be weighed against benefits – not just obvious costs or benefits. Benefits include increased productivity, customer loyalty, innovation, and countless others.

3. Are the finances of the operation managed to ensure long-term prosperity for all concerned? Risk is inherent in the business world. A business must invest in itself and its future, evaluating the risk of experimentation and development. Without continuing investment the organization is sure to stagnate, with too much emphasis on growth and development there is an abundance of waste. The organization just can’t keep up. To establish long-term prosperity, the financial plan must emphasize growth in a sustainable way.

Branding

4. Are printed marketing materials and packaging designed to minimally impact the environment? This is a great way to get the process started. Evaluating how the company presents itself in the marketplace can provide immediate opportunities to progress the social responsibility agenda. Making appropriate modifications to packaging is a quick way to gain some exposure and momentum. The entire life cycle of production materials and packaging should be considered and designs modified to minimize the environmental impact.

5. How has product development served to foster innovation and take advantage of advanced technology? The progressive organization is continually improving its processes, systems, and designs. Competition is fast to respond, so there is no time to sit around and wait for the next move. The services or products produced must always be ready to evolve to the next level of usefulness. With an infrastructure that prioritizes creativity and innovation, the company is always ahead of the pack.

6. Does the organization strive to get to know and understand its customers and their needs? The socially responsible organization recognizes that it must contribute to the welfare of its customers and meet needs in a way that improves their lives. Sometimes this improvement is highly visible and other times you must stretch a bit to fully comprehend it. Either way, there should be identifiable positive results for customers choosing to make use of the organization’s products or services.

Operations

7. Are individuals encouraged to increase competency


and enhance their skill set to better serve the socially responsible organization? An organization’s people are one of its greatest assets. Each staff member has the potential to take the ordinary and make it extraordinary. From the front line to top management, the organization’s people must be encouraged to participate directly in strategic thinking and progressing the agenda. Staff should be encouraged and rewarded for pursuing professional development opportunities that make them more valuable and versatile.

8. What considerations were incorporated into the organization’s facilities to stimulate creativity? The work environment contributes positively or negatively to productivity and creativity. The organization’s people spend the majority of their waking hours in the workplace. There is a tremendous opportunity to use this time to stimulate the creative process and establish an environment that fosters harmonious interactions. From color schemes, to ergonomic furniture, or the use of advanced technology, the organization’s facilities should be given appropriate consideration.

9. How has technology been employed to bring the organization closer to its customers, suppliers, and internal resources? The world wide web has reduced our farthest neighbor to the “boy next door”. We have the ability to provide our customers, suppliers and internal concerns with access to information and a convenient method of communication that 10 years ago would not have been imagined. Customers and suppliers are literally a click away. By using technology wisely, we can provide them with the information they need to help us serve them better or vice versa.

Global Impact

10. Has the organization studied and demonstrated that it understands how it contributes to the global marketplace? Every organization contributes to the global marketplace in some way. There is a chain of influence that needs to be understood to fully embrace the importance of incorporating social responsibility initiatives into an organization’s mission. You can begin by tracing your product or service as it moves through its life cycle. As you begin to recognize how even a small change can accumulate and make a global difference, you will be inspired to take an intentional first step towards social responsibility.

The Top 10 Questions for Socially Responsible Leaders have been excerpted from a FREE Report “40 Questions for Socially Responsible Leaders” available at http://www.WholisticBusiness.com. At Wholistic Business, we believe that business literally makes the world go around. It will be business owners and managers that will ultimately change the world for the better. By incorporating a new set of values and priorities into what has proven to be a successful formula on many levels, we believe that business will be the platform for a new agenda - the Social Responsibility Agenda.

Regardless of the size of your business, you make a contribution to the global marketplace that impacts humanity with a rippling effect. As an organization’s leader, you choose whether that ripple will be felt positively or negatively. Even a small movement or change in a socially responsible direction can have a dramatic effect. Every day produces a new opportunity for change!

Wholistic Business (http://www.WholisticBusiness.com), a division of MetaComm International, LLC, is committed to assisting organizations in developing socially responsible business practices with a keen eye on productivity and profitability. Gala Gorman, MetaComm’s CEO, holds a Master’s Degree in Human Development, is a certified public accountant, certified financial planner, published author, executive coach and business consultant with 25 years of experience.


gala@metacommintl.com


 

Brand - Wikipedia, the free encyclopedia
The brand, and "branding" and brand equity have become increasingly important ... From the perspective of brand owners, branded products or services also ...
en.wikipedia.org
 
Branding - Wikipedia, the free encyclopedia
Livestock branding, the marking of animals to indicate ownership; Human branding, ... Retrieved from "http://en.wikipedia.org/wiki/Branding" ...
en.wikipedia.org
 
AllAboutBranding.com : Home
Provides resources and opinions on branding. Includes brand development, management and communications.
www.allaboutbranding.com
 
brandchannel.com | branding resource produced by Interbrand | brands
An international online exchange and resource about brand marketing and branding.
www.brandchannel.com
 
Branding Company Corporate Branding Internet Brand Identity ...
Brand Identity Guru Inc. creates, develops and promotes powerful brands. Our clients enjoy an array of innovative, creative and powerful branding solutions ...
www.brandidentityguru.com
 
Branding Blog
Branding and positioning news and opinion.
www.brandingblog.com
 
Branding Asia
Free articles, news and columns on branding in Asia. Market research and Asian marketing.
www.brandingasia.com
 
Pages tagged with "branding" on del.icio.us
All items tagged branding ??? view popular ... industrie./design and branding consultant specialists./ · save this. by kittim to design branding graphic ...
del.icio.us
 
The Brand Called You
Big companies understand the importance of brands. Today, in the Age of the Individual, you have to be your own brand. Here's what it takes to be the CEO of ...
www.fastcompany.com
 
Branding: See what people are saying right now on Technorati
See all blog posts tagged with branding on Technorati.
www.technorati.com
 
Mozilla Branding
The purpose of this document is to describe mozilla.org's branding strategy during and after the release of what has generally been called Mozilla 1.4. ...
www.mozilla.org
 
What Brand Are You? A branding viral by The Design Conspiracy
What Brand Are You? has since been picked out as Site Of The Day by the likes of the Financial Times, Yahoo, USA Today and BBC News, and has received more ...
www.whatbrandareyou.com
 
Julie & Company: Affordable branding, web design, graphic design ...
Julie & Company creates stellar branding, integrated marketing, advertising, web design, web development, Flash, trade show booths - all at affordable ...
www.julieandcompany.com
 
Forty Media - Web Design, Web Development, Branding, Great Websites
a professional web design agency based in Phoenix, Arizona.
www.fortymedia.com
 
Branding - Yahoo! Small Business
Find information to help grow your online business with business plans, Thomas Register, news articles and more.
smallbusiness.yahoo.com
 
Lexicon
Lexicon Branding appears on KTVU News; Lexicon Branding creates Ridgeline for Honda, Viiv for Intel, and GameTap for Turner Broadcasting System, Inc. ...
www.lexicon-branding.com
 
Branding and Usability
We're finding that a site's usability can dramatically affect branding. ... There are two basic techniques for branding: direct experience and indirect ...
www.uie.com
 
iMedia Connection: Research & Metrics - Branding
Majority of marketers feel branding opportunities -- online and offline -- aren't ... IAB case studies prove real-world power of online in branding mix. ...
www.imediaconnection.com
 
Small Business Marketing And Branding
Small business marketing and branding advice and how-to guides for small business owners. Learn how to start and grow your own successful business.
smallbusinessbranding.com
 
Beyond Branding
Beyond Branding, published in hardcover in 2003 and paperback in 2005, presents innovative business models for the survival of 21st century organizations.
www.beyond-branding.com
 
 

 

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