Leaders Are Brand Polishers

How are you representing your brand?

Summary
Transcript

Glen Jackson, co-founder of marketing communications agency Jackson Spalding, explains how leaders hold the responsibility of being a brand polisher.

“Everybody working for a business large or small is a brand polisher and represents their business, and what I've learned over the years is that everywhere you go you represent the brand,” explains Glen. “Everything you say is heard and everything you do is seen. You want to be the best brand polisher you can be for your enterprise large or small.”

Watch the video to hear Glen share specific examples of leaders serving as brand polishers for people both within and outside of their companies.

I think everybody working for a business large or small is a brand polisher and represents their business, and what I've learned over the years is that everywhere you go you represent the brand. Everything you say is heard and everything you do is seen. You want to be the best brand polisher you can be for your enterprise large or small.

Don Keough several years ago before he passed away he was asked about what defines a successful day for him. Don was the president the Coca-Cola Company for many years. A prodigious brand polisher for the Coca-Cola Company. He was asked the question what defines a successful day for you? He said, "Every night when I'm driving home, I always want the answer to be yes to this rhetorical question. Did I polish the Coke brand just a little bit today?" And that can be a letter he wrote or a phone call he had, or lunch with an employee.

A brand polisher I know and respect immensely is Frank Blake, the former CEO of Home Depot. And he wrote over 150 notes every weekend to Home Depot associates, specifically thanking them for work they did around the country. Handwritten notes and that's a powerful tool.

So a brand is a promise kept. Every organization has a brand bank account that you put those deposits in every day. And everywhere you go you represent the brand and never forget that. When you are doing the brand polishing every day, just naturally do it. Don't force it. And oftentimes the little things you don't even know you do will have a tremendous impact on someone who experienced it. It's not like you wake up every day and go, "This is my brand polishing day. Here I go." Just be it and it'll happen naturally.

The best brands in Atlanta—the Deltas, the Cokes, the Chick-fil-A's—all have cumulative brand polishing every day is happening. They're adjusting and working on it and making it better. If you're a young person and you're starting in a business and you have that brand polishing responsibility, I would say the years hopefully you're there at that business, watch other people and see what they're doing and learn from them in terms of how they polish the brand.
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Glen Jackson

Glen Jackson co-founded Jackson Spalding in 1995. He provides leadership for the agency, many of its clients and organizations looking for inspiration. He has special expertise in real estate, professional services, crisis communicat...

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