Many organizations build their brands by imitating the measures of other successful organizations in their field. Each company seeks to establish a competitive edge that will steer them into a market driven entity. The first step lies in understanding the competition. While most companies maintain the working conditions that are similar to their counterparts, it may be advantageous to do better. Employers who manage their employees ethically are more likely to achieve more long-term success. This can be accomplished by improving quality, performance as well as financial outcomes (Paine et al., 2011).
It is important to know how your brand translates. Low-level and mid-level employees are the ones most likely to interact with the customers. Take the employees feedback very seriously as it will automatically let you know what the customer appreciates or dislikes about your brand. In the collection of clients critiques, you will also be able to gather the views of the employees. Disgruntled employees will lead to disgruntled customers as the employee seeks to punish the company that is making him or her unhappy. A brand is projected and communicated by the employees. They are the companies brand ambassadors, so the success of the brand depends on them (Keegan & Green, 2016).
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A brand is a broadly accepted idea that a customer has of a product. This idea is conceptualized through advertising, product design and the efforts of the company's public relations. A company will, therefore, need a dynamic, affirmative and broad approach to manage and evaluate ethical conduct within the organization. Flexibility within policy will ensure that issues such as fair compensation, employee health, and safety in the workplace and corruption are addressed. An employee whose skills and knowledge are developed and enhanced will be more committed to the success of the company’s brand. It is also important to implement an accurate system to gauge the company's decent performance. This will give a fair assessment of the situation. Reliance on traditional methods of verbal communication will have the top management portray their performance more positively while the mid and low-level employees will have more negative reviews. In conclusion, a brand is only as good as its ethics conduct (Steenkamp, 2017).
References
Keegan, W. J., & Green, M. C. (2016). Global marketing . Boston: Pearson.
Paine, L., Deshpandé, R., Margolis, J. D. (2011). A Global Leader’s Guide to Managing Business Conduct.
Steenkamp, J.-B. E. M. (2017). Global brand strategy: World-wise marketing in the age of branding. London: Palgrave Macmillan.
