As a result, work around employee attitudes, company values, or corporate culture - often seen as non-essential, or 'nice to do' - gets squeezed out. But by ignoring these issues, you are missing a key leverage point for improving your company's performance.
There's plenty of evidence to demonstrate the link between high performance and a positive working environment:
A major study published in 2001 proved not only that is there a link between employee attitudes and profitability; improvements in employee satisfaction 'cause a demonstrable, measurable improvement in financial performance'.
The Sunday Times has reported that companies that 'have put the welfare of their staff to the fore...even in depressed conditions... are outperforming the rest of the market'.
So where do you start? Here are five tips for establishing a corporate culture that adds value to your bottom line:
Be Clear What you Want
Start by setting objectives and deciding how the change will be measured. How will things be different? By when will that have been achieved? How will you know if you have been successful? Use three or four key values to define the new culture. Increasing the number dilutes the impact. Be specific about the behaviours and attitudes you'd like to see. Choosing 'Trust' as a company value is meaningless, because nobody knows what is expected of them. Defining trust as "Believing in the honesty, goodwill and commitment of others, and acting consistent with that belief" makes it very clear what is expected, and sets a standard against which everyone's behaviour can be judged.
Manage the New Culture
Changing attitudes and behaviours across a business isn't easy. It won't happen unless the change process is managed as rigorously as any other aspect of company performance. The surest way to kill off a change programme is to position it as an HR issue. Every manager in the company will breathe a sigh of relief, because "if its HR's job, it obviously isn't mine". It sends a very different signal when the CEO takes personal accountability, and makes it clear that every functional Director or Divisional Head will report personally on progress in their area.
Review Everything the Company does against the Values
Review, and redesign where necessary, every process and policy to reflect the new culture. For example, in staff appraisals, performance should be evaluated against each of the company values, as well as conventional targets and objectives. Reward systems may need to be changed. Don't expect real Teamwork if bonuses are linked to individual performance.
Don't Tolerate Inconsistencies
People often fail to realise that in committing to a strong, distinctive culture, they are by definition excluding other ways of doing things. At a basic level, if you are out to create a company focused on Customer Service, anyone who is regularly the subject of customer complaints has to change or leave.
Walk the Talk
As soon as people hear about new company values they will want to know whether or not to take them seriously. If you and your Senior Management Team aren't seen to live and breathe the values, nobody else will. Change your behaviours where they don't reflect the company values. If your habit of yelling at people and throwing furniture is inconsistent with your new commitment to Show Respect for People, stop shouting and throwing furniture! And when you get it wrong - and you will! - apologise.
If you want to establish your company's position in the Dubai market place, then the company branding is one of the most important components of your marketing plan. A well branded company projects an image of professionalism and competence. A company's branding package consists of identity, differentiation and reputation. The way people look up to your brand largely depends upon your brand efficiency, the way it is portrayed, recognized, respected and remembered in the community. Reputation, competence and status of your brand are extremely important especially when you consider the Emirate of Dubai. Dubai Citizens identify with brands that convey the right message in the right way to the local market.
A brand is essentially a way of communicating a promise or an exchange between you and your customers. It is a way of you communicating to you customer who are you are what you promise to deliver to them, when establishing a brand in Dubai choosing the right branding company is of critical importance.
A good branding company in Dubai should help you decide on the right branding message that you should communicate to the community and the customer. They will also guide you in choosing the correct medium to get your message across to the customers. The marketing or branding message should communicate to the customers that your company/product is the most able and preferred resource available in the Dubai Market. Our suggestion is not to utilise an outside branding company if you wish to brand within the GCC, the tasked is scattered with potential potholes, cultural faux pas, and obstacles when considering international translation to Arabic translation in both literal and cultural settings.
Company branding makes it easy to build momentum in your advertising. When people know your company name, your logo, your products and your brand, it tends to stick in their minds and Dubai as a market is incredibly receptive to brands being both small enough to not be overwhelmed with brand messages and at the same time influential enough as the regions media hub to convey a brand pan regionally within the GCC. So when you run a commercial or a print ad, you don't have to work as hard at gaining visibility. You can just work on selling your products. Once people know what your company stands for, when they recognize your logo, they will immediately tie it to your products and services.
Positioning yourself in the Dubai marketplace isn't easy, but once it's done it is easier to maintain your position. It does take a significant marketing effort over a sustained period of time. This is where the consultant of agency can assist your company. So build a strong brand from the ground up and soon you will have loyal customers all over the globe. Communicating your brand out to the Dubai community means that when they are looking for a product or service in your industry they will automatically be drawn to your company. This has to be the ultimate goal for every business in Dubai.
Both Kate Mercer & Dubai Branding Company are contributors for EditorialToday. The above articles have been edited for relevancy and timeliness. All write-ups, reviews, tips and guides published by EditorialToday.com and its partners or affiliates are for informational purposes only. They should not be used for any legal or any other type of advice. We do not endorse any author, contributor, writer or article posted by our team.
Kate Mercer has sinced written about articles on various topics from Building Brand Identity, SEO Search Engine Optimization and Insurance for Business. At Shine Consulting, we work with leaders who are consciously engaged in designing their organisations to be places where people:- are consistently passionate, inspired and committed- produce results well beyond the predictable normIn short, organisations. Kate Mercer's top article generates over 2400 views. to your Favourites.