Vol I: Supporting Your Brand… Defining True North


This week’s article is the first, so I had to really think about where to start.  The best place to start is at the beginning, right? So, I want to start with building a foundation and for me, that is defining who you are and clarifying the expectations you have for delivering what you want.  This week’s article on defining “True North” helps not only leaders but all employees ask important questions to determine if their company has clearly defined and communicated those expectations.  Please share your experiences as well!  

Every company has a ‘brand promise’ – whether they spend a lot on marketing or it’s a small local business.  It’s the expectation you set for your customers.  The challenging part is getting a group of people – the employees – to fulfill that promise.  This may be achieved by developing an internal vision or “True North” – a direction that everyone understands, can follow, and deliver against.

Companies that meet or exceed their customer’s expectations consistently and have a healthy employee culture usually have clearly defined their ‘true north’ and communicated it to their employees effectively.  Each member of the team must understand their individual role and responsibilities in delivering a customer experience consistent with the company’s brand.

Does this sound like your company?  If not, here are some questions you could be asking:

  • Do you have a shared vision or purpose that articulates for all employees what your brand promise looks, feels, smells or even tastes like so they can deliver consistently to your customers?
  • Are your goals clear internally so every employee can be successful in achieving those goals, no matter how big or small their role?
  • Is the directional vision – or True North – a clear and easy to understand vision to help your team achieve the company’s goals?
  • Is your internal messaging easy to remember, worth buying into, simple to perform to, and motivating to the staff?

Defining and communicating your company’s direction is the first step.  Importantly, communication should come from the entire leadership team, starting from the top.  Although grassroots efforts are admirable and in some ways effective, messaging is more powerful and sustainable if the leadership buys in, supports, and communicates it from the start.


What are your thoughts… please join the conversation.