How to Increase Your Company’s Revenue or Gross Income – Part 9

Welcome to LeadEtics® Consults Actionable Business Advice Series.

In our last blog post, we addressed step 1 of corporate resilience. Corporate resilience is that factor that makes an organization immune to the chaos that the business factors and macroeconomics may dish to all or specific human enterprises.

Today, we shall address step two of the four steps factors.

Steps to Attaining Corporate Resilience

Step Two, Factor Two

Creation, Maintenance, and Management of an Extraordinary Brand

The creation, maintenance, and management of an Extraordinary Brand consists of having, maintaining, and adhering to 1) Brand Truth, 2) Iconic Brand Image, 3) Integrity in all aspects of the brand, 4) Staying true to Basic Purpose and Operating Principles with No Shortcuts, 5) Extraordinary brands breed extraordinary profitability, 6) Acquisition of brand champions in the public who are vocally loyal, and protect and defend the brand; extraordinary level of goodwill.

An Extraordinary Brand has the following characteristics:

a. Brand Truth

Brand Truth means the creation, upholding, and continuous delivery of invariable quality of services or products, always, everywhere, at all times.

No organization can thrive on a sustainable basis if the organization lacks brand truth. 

If the products or services, promises, etc., of the organization, are 1) of inconsistent quality, 2) inconsistent quantity, volume, 3) poor quality, 4) inadequate quantity, or 5) poorly delivered, or 6) fall below the promised expectations, such an organization is doom to failure and collapse.

Your business must ensure its brand truth is of such standard that exceeds the industry’s expectations. You must ensure that your vouched standard of products or services, delivery quality, etc., exceeds the expectations of your clients or customers, partners, and other stakeholders.

b. Iconic Brand Image

Iconic Brand Image means the conception, design, production, promotion, and continuous upholding of a corporate brand (in your logo, corporate communications materials, outlook, content style, office cleanliness and aesthetics, office building image, staff, and officers’ image, etc.) that is delivered in the same superb quality, always, everywhere, at all times.

c. Integrity in Every Aspect of the Brand 

Integrity has three constituents, the absence of which will result in consistent failure to fulfill the valuable factor. To have Integrity, it behooves one to answer the following questions in the absolute affirmation: 

1) Do you have the technical ability, competence, and capacity to produce and deliver the product or service or outcome promised? 

2) Do you have the desire, honesty, and willingness to deliver the product, service, or outcome promised? and 

3) Do you have the wherewithal to engage in clean, clear, and consistently understandable communication (including the delivery of the promised product or service) with the other party (clients, customers, staff, publics, regulators, partners, consultants, contractors, suppliers, etc.) with whom one intends to express integrity? 

If an organization lacks any of these three intrinsic characteristics that make up integrity, the organization or an individual will fail. 

Your business and all its organs, management, and personnel must seek to inculcate and improve on the three factors above for the Company’s words to be its bond – the popular definition of integrity.

d. Staying True to Basic Purpose and Operating Principles, No Shortcuts 

The basic purpose and operating principles of your business are the foundation upon which everything else is built, and sustainable prosperity, continuous expansion, and abundance are achieved. 

What is the business Basic Purpose of your business? What are you trying to achieve with your business? Define this clearly.

Communicate this basic purpose in such clarity that a child can understand. 

Having defined and made this basic purpose known, you are obligated to stay true to it, no matter what.

e. Acquisition of Brand Champions, Extraordinary Level of Goodwill

Organizations that use the resilient formula to create extraordinary brands, inevitably discover they have an army of hyper-loyal and highly vocal publics who are willing, able, and passionate to patronize, protect and defend the brand without the prompting of the organization. 

This is the ground, platform, and army of hyper-loyal and highly vocal publics that create the gem of an asset – goodwill – for the brand.

For any organization to earn highly valued goodwill, it must recognize, understand, institutionalize, utilize, and maintain the extraordinary brand formula herein described.

f. Extraordinary Brand Breeds Extraordinary Profitability

Most company management often worry to death seeking high and consistent profit for their companies. They engage in everything else other than establishing processes that eventually and inevitably deliver consistent and sustainable profitability; and extraordinary branding. 

For you to achieve a consistently ever-increasing profitability, flowing into prosperity and abundance in, not just financial terms, but overall wealth for every aspect of your business, you must affect the steps of attaining an extraordinary brand status.

Let us continue to strive to thrive!

Babatunde Odutola
LeadEtics® Consults