HR gave me a written notice about my attire for being too casual. There’s nothing in their policy that talks about what clothes to wear at work. Why should I listen to them?

Oh, Dior! Someone call the Fashion Police. You could be the person to win the Most Fashionable Employee of the Year award, if there was ever one, however, your sense of what’s fashionable is not the point. It’s not about HR or your manager’s personal taste either. The real issue here is the absence of a brand guide that explains the personality, values, spirit and tone of the business. While many global brands are more comfortable not providing a uniform for reasons such as cost cutting and not killing the employee’s individual sense of style and identity, they have this subject covered through clear guidelines. The idea is not to restrict the employees by telling them what to wear, but to inform them about what not to wear.

Look at banks, for example. Most bankers wear formal outfits because they see that it’s crucial to reflect confidence so customers feel that their deposits and investments are in good hands. Yet, not all employees are in the same departments or levels. Tellers are never responsible for the investments of high net worth clients; so why can’t they dress more casual or less formal? The answer is, “There’s no one fixed answer” – How would you feel if the Starbucks Baristas took your order in a suit? It will most likely backfire on the brand. If a company chooses not to address this matter, they leave it to each employee’s own standard of what’s acceptable to wear at work. In that case, blame no one but their big bosses for not taking the right measures…and that’s just my two cents.read what others have read

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What’s the best way to measure the brand’s perception?

There are books, articles and lectures that talk about metrics for gauging brand perceptions. The tricky thing about brands is that the word brand itself is nothing but an impression in someone’s mind. It’s a mix of rational and irrational feelings, thoughts and experiences. Regular quantitative research with multiple options and tables is incapable of truly understanding that impression. Customer Satisfaction surveys can’t reflect the brand’s core perception. 40% of satisfied customers leave the businesses they purchase their products or services from regardless. Qualitative methods like focus groups can’t provide accurate information because there’s a certain gap between what people sometimes think, say, and do. It requires the mastered skill of research design and moderation to reach reliable results.

So, what’s the solution? Face impressions with impressions. Get off of your desk and go to the showroom, take phone calls from the Call Center, or answer their emails. Interacting with customers will give you a vivid picture of how they feel and behave around your brand. Another method is to know what they didn’t tell you when they interacted with you by searching your brand’s name on social websites and blogs to know what their raw and impulsive feelings are…and that’s just my two cents.read what others have read

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  let me count the ways
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What do you call people who leave their home, get together in a car, drive around without a destination in mind? Answer: Cruising. Is it fun? Sometimes. Will you get much out of it after cruising day after day after day? Not really. Now let me introduce you to this group: They’re friends who get together in the car to go shopping and have dinner one day. Then they plan lunch and a movie night for the week after. The following weekend, they drive to meet up at one of their friends’ houses for a BBQ and some Frisbee throwing when the weather is decent. You get the picture. A vision is nothing but a destination that allows everyone to focus on where they need to be and get maximum results. You’re profitable today, but can you guarantee that you’ll remain as profitable and not want more profit?

A well-defined vision gives your business clarity with employees and with customers. It makes decisions related to new products and services, expansions, advertising, and more a lot simpler. If you run your business purely on the grounds of how much money you can make or save from each decision you’re missing a lot; and you’re making it easier for your customers to leave you and head straight to competitors. If you find it difficult to articulate your vision in clear, simple and motivating words that doesn’t mean you don’t have one. Branding and strategic experts usually can help extract it from your mind to share it with the rest of your team. There’s nothing theoretical about defining your business. Take a good look at any international brand you admire and you will find that it is that definition and focus that made them hugely successful on the long term…and that’s just my two cents.

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• want culture? visit museums. this is business

Brand Essence is the usually a simple but powerful and inspiring line consisting preferably of two or three words. A Great Brand Essence represents what the core of the business is about. It’s something employees will aspire to but can achieve; yet it’s timeless and extendable. Although the Brand Essence is something internal for management, employees and strategic partners, it is also the first thing you’re asked, “What’s your brand about?” On the other side, a successful slogan or a tagline is a way for the brand to stand for something specific in the minds of consumers.

Take your Nike’s example; the brand’s slogan for a long time has been ‘Just Do It’. This is a motivational message to consumers to practice, improve their game and play with aspiration to win. Nike’s Brand Essence, however, is ‘Authentic Athletic Performance’. It’s a filter Nike employees use when they develop products and design stores. They always use it to know if what they’re producing will help consumers to ‘Just Do It’. A Brand Essence and a slogan go in parallel. They don’t replace one another…and that’s just my two cents.read what others have read

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I can tell that some of our customers are lying to replace some pieces or get freebies. How can we stop this abuse without breaking “the customer is always right” philosophy?

To start with, it’s refreshing to see that you and your company are committed to customers. Some customers will always take advantage of flexible policies; it’s a fact. However, that doesn’t mean your company should punish all customers because of the acts of a few. So, let’s talk options. Assuming that there’s nothing wrong with your products, it’s possible that they’re returning them because they don’t suit their needs anymore. Putting good intentions aside, you need first to examine the incidents. Are the same customers repeating this behavior over and over? Or is it that many customers are returning their purchases once?

If it’s the same customers, let them know through direct marketing tools or upon their next purchase that due to their repeated exchanges a fee will be applied for the next exchange. If they don’t like it and walk away, you got rid of bad customers. If they stop the abuse to avoid the fees, it’s a win-win. It could be that many customers exchange pieces for whatever reason and they’re doing it only once, but it’s the large volume of returns that’s giving you the kind of headache that Panadol can’t cure. In this case, ask your customers about the reasons behind the returns. What might seem as abuse could be an indication for something more important like wrong product selection, poor customer assistance at the time of purchase, lack of clear product information or something even more dramatic…and that’s just my two cents.

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It’s difficult giving employees criticism about their performance without irritation showing on their faces and in their tone of voice and a lack of interaction for a few days after the talk. How can I let them know where they went wrong without the drama?

Would a T-shirt from the kids’ section fit you if I gave it to you as a gift? Unless, you’re a magic elf, the answer is no. Why? Because it doesn’t fit. You have to find out the best way that works for each employee. And when you provide constructive criticism be specific. Don’t say, “You did this mistake and it was wrong. Don’t do it again.” Instead, say, “Your action in project ABC was not up to your usual standard and this is how it affected the company…” Also, don’t have a bad-news-face when you talk to them about it. Here’s your roadmap:

Relax  >  ask them what they thought of the project  >  how they felt about their contribution  >  compliment them on their effort  >  share your perspective with them  >  give positive criticism so they can improve  >  and thank them for an unrelated good job they did recently.

What if there wasn’t anything good they did recently? Either you hired the wrong team or managing people is not your best suit…and that’s just my two cents.read what others have read

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People in this market are lazy. We invite customers and consumers to attend our products launches but they don’t show up. What can we do to get some attention?

We all read about the same boring corporate releases about a product launch or a new promo event. We all see the pictures that accompany these articles. You know, the ones with some executive management cutting a ribbon, pulling a fabric away to reveal the product, or my favorite, using flashing lights and smoke machines. Hurray! And we wonder why customers lose interest in attending or why the press is not eager about the event! How can anyone get energized about such events, seriously?

The first step towards exciting the public to attend an event is to have an exciting event. Let go of all the used and abused ideas. Get creative. If you don’t know how, ask a group of some newly hired young employees – even if they were from different departments – to create a taskforce and brainstorm for the launch. Fresh minds can add great value. This is a good alternative if you can’t hire a professional event management company – underline the word ‘professional’. The second step to increase attendance is to create interest and excitement in the way you promote the event and in the way you invite your audience. If you’re not excited about it, why should they? How do you know if you’re coming up with different ideas? If whatever concept you come with has been done before, it should be left alone…and that’s just my two cents.read what others have read

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