The secret to organisational effectiveness...
Ask yourself, are your staff your biggest fans?

Ultimately we’d all like to know what the secret to organisational effectiveness is – and it might be more achievable than we think.

Here’s the spoiler: you need to link your purpose to your brand. But why is this important – and how do you achieve this?

Business success is impossible without buy-in from your employees, yet most organisations fail to see the link between vision, purpose and brand strength. Without a compelling vision, individuals, teams and entire departments will merely fulfil a function instead of a clear purpose.

Written by Jez Fernandez

About the Author: Jez is an experienced facilitator and coach, with substantial insights into business psychology.

Linking purpose and brand values

Organisational effectiveness is achieved when each team member recognises his or her role (function) and worth (value) in relation to the overarching vision.

In order for them to recognise their function and value, they must be aligned to a common sense of purpose, so you need to ask yourselves a couple of questions.

Vision: What does your organisation want to achieve?

Purpose: Why does your organisation exist – what is its aim?

If there is no clear vision, there can be no clear purpose. After all, how do you know what to do (purpose) if you don’t know what you want to achieve (vision)?

Too many organisations fall foul of this; they have a number of business units that operate independently, with no clear link to a common purpose.

Why? Because there is no vision; or, if there is a vision, it drives nothing. Either way, it amounts to the same thing and the proverb comes true:

“Where there is no vision, the people are unrestrained” (Proverbs 29:18)

The vision

Invariably, sales, marketing, finance, customer service, operations all do their own thing, since they’re not aligned to a common vision or purpose. The first step, therefore, is ensuring the company has a clear and compelling vision. It must be clear, in as much as everyone can understand it. It must be compelling enough for employees at all levels to adopt.

If successful, your vision will actively demonstrate how the organisation will add value to its customers. Take IKEA, for example. Their vision is:

To create a better everyday life for many people…by offering a wide range of well-designed, functional home furnishing products at prices so low that as many people as possible will be able to afford them.”

Notice the clarity of vision and purpose, in the use of to and by.

IKEA’s vision is to create a better everyday life for everyone. It achieves this by producing beautifully designed, affordable furniture. What’s even more compelling is customer-centric focus of IKEA’s vision. It’s about delivering a better quality of life for the consumer, a vision that must surely cascade to the employees?

brand vision and values
Willpower
Leadership by example
Daring to be different
Togetherness and enthusiasm
Cost-consciousness
Simplicity
Diversity

Brand culture

A strong brand culture emerges from a clear and compelling vision; one that leads to a common sense of purpose; when your employees come to work everyday, they know they’re contributing to the fulfilment of that vision. Without a clear and compelling vision, there is no common purpose. In organisations like this, employees come to work to fulfil a function. Think about it – who gets excited about fulfilling a function?

Once employees are clear about what the organisation wants to do, it’s much easier for them to recognise their function within it and the unique value they bring.

brand culture image

Your culture and brand values, staff and customers are intrinsically linked. The same brand values which attract new customers will also attract and retain staff.

Brand buy-in assessment questionnaire

Be clear on this fact: Business success is not possible without organisational effectiveness. Take a good look at your vision and purpose (if they exist), and the rest will fall into place. Your culture and brand values, employees and customers are intrinsically linked. The same brand values which attract new customers will also attract and retain staff.

Try our simple ‘brand buy-in’ questionnaire to help you assess your own business.

There are no right or wrong answers, but it will encourage reflection and develop self-awareness. It will also help you establish your position in your respective market and guide you forward in terms of organisational effectiveness.

Once you have submitted your results, we will send you your responses via email.

Your results will be used anonymously to create an overarching report – helping to define the areas where UK business can improve brand buy-in.

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