Is it a product or service, a mission statement, a code of conduct or ???? What needs to be the focus of branding is reputation. In reality, what else can one brand? If there isn’t a good reputation, what do you brand?
A reputation is an emotional bond with a customer, vendor or supplier, etc. People buy with emotions and justify with logic. Under which one, does branding take place? Emotions may “tease us” with who can be trusted and logic takes over when one proves that one can be trusted.
Emotions lead us to want to trust; logic tells us it’s O.K. to trust. When this trust is proven over and over again, a brand starts to develop. Think about is this way. What is your best advertising, Word of mouth right? What is your worst advertising, word of mouth, right? What is “word of mouth?” It is what people say if you can be trusted or not!
So in essence, trust is what is branded. On what is trust based? Trust is based on honesty, integrity, ethics, transparency, openness, and based on the authoritative use of power.
So whether it is a service, product, etc., a reputation is based on how deeply people trust you and what you provide!
Trust is always an ongoing values-based which builds a good reputation.
Like you, business ethics and ethical leadership expert, Frank Bucaro has seen the challenges and problems of corporate leadership, particularly over the past few years in regards to poor decision-making, SEC violations, and record breaking financial settlements in a number of different industries.
With over two decades of executive training, speaking, writing and with real life experiences, his view and approach to ethics in the workplace is uniquely different. He emphasizes that ethics is a moment-to-moment choice and has little to do with position, titles, personalities or education. Ethics is everybody’s responsibility from the top down.
His goal is to help organizations to:
a. Strengthen their ethics training initiatives in order to significantly decrease the odds of an ethical/compliance violation.
b. Energize, train and motivate employees to understand the value of consistent “high road” behavior as a business advantage.
c. Support individuals and thereby the organization by contributing to its success by quality, ongoing values based leadership development.
Frank is known for his very practical, slightly irreverent, yet somewhat humorous approach to ethics and leadership development. His conversational style and real life stories connect with his audience in a personal, intense and practical level.
Companies such as Bayer Healthcare, BP, ReMax International, EnMax Energy, Danone, etc. have partnered with Frank when they want to proactively stress the message, tools, insights and practical applications that good ethics IS good for business!