October 6, 2011
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Affordably Build Your Brand
FedEx Global Brand Management Director Monica Skipper shares a cost-effective way to build a bigger brand for your small business.
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If you ever found yourself in a situation where you suddenly had to take a leave-of-absence from work, could your business operate without you? Even worse: If you passed away, would your business survive? What would happen to the people who depend on your business for their livelihoods? What would happen to the good things you've built to make your business the success it is today?
Needless to say, Steve Jobs' passing left a void in the world of technology—and certainly in Apple. However, his death is proof that your business—and vision—does not have to die with you. These three tips will help to ensure your business lives on after you depart.
1. Have systems in place to ensure that your staff can follow a clear and strategic road map to success.
Jobs' product launches were legendary. When the iPhone 4S launched a few days ago, Apple's leaders followed the same playbook that Jobs had laid out for them. This does not mean they could not—or will not—improve upon or make changes, but by having a template, they could start off right, sans Jobs.
2. Mentor managers and staff within the company.
Jobs has been battling illness for years and wasn't always able to be fully engaged in the company. However, regardless of whether he was in a hospital, at home, or in the office, his team was able to aptly continue innovating and managing in his absence. We all know that Jobs was the visionary designer behind Apple products, and no one can replace that. But without a strong team, Apple would have never been able to see through a successful stream of products.
3. Convey your vision to everyone.
As managers, it's natural (and healthy) to build strong bonds with other senior managers. However, it is equally important that everyone in the company is well-trained and understands your vision, as well as the corporate brand, how to treat customers, and everything else associated with the culture of the company. Want an example? Visit an Apple store, use one of the company's products, or go to its website. Jobs' passion for design, simplicity, and usability are throughout.
You can read an additional tribute to Steve Jobs.
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