Once you’ve identified the key communities you think it is important to engage with, the next step is to identify the people you’d like to represent your brand within these communities. For simplicity, I like to refer to these folks as brand ambassadors.
How to find brand ambassadors
Start by identifying the people inside your organization who have the best relationships with each community. These people are the best candidates to become your brand ambassadors. The ideal brand ambassador is already an actual community member, actively participating in conversations and projects with other community members.
While an employee of your organization, this person shares common values, interests, and experiences with other community members. It is less important what position they hold within your organization and more important how they are viewed by the community itself.
After you’ve identified possible brand ambassadors, reach out to them to see if they are willing and interested in expanding their personal roles in the community to include being representatives of your brand as well. Some might already be playing this role, others might be playing this role and not realizing it.
Don’t force or pressure people. The ideal candidate will be excited to be considered and will be passionate about the opportunity, so if your best candidate doesn’t seem interested, try to find someone else who is.
Creating brand ambassadors from scratch
If you don’t have anyone in your organization who is already a member of the community, you’ll need to have someone join. Choose someone who understands your organization’s story and positioning well but also already shares interests, values, and experiences with the community in question.
Have this person attend meetings, join mailing lists, participate on forums, and otherwise begin to contribute to the community first as an individual. It will take a little longer to get started, but it will be worth it if your brand ambassador has a deep contextual understanding of the community before they dive right in officially representing your organization.
Brand ambassadors as faces of the brand
You should ensure that your brand ambassadors deeply understand your brand positioning so they can live it (not just speak to it) in their activities within these external communities. If you are developing many brand ambassadors at once, consider hosting a brand ambassador bootcamp where new ambassadors can practice telling the brand story and get aligned on the overall positioning of the organization. Also use this as an opportunity to emphasize the key role of these ambassadors in developing the brand experience and keeping relationships with the community healthy and productive.
You may have some communities where there is a whole team of ambassadors, not just one. For example, at Red Hat, a large team of developers represented Red Hat (and themselves) in the Fedora community. Invest as many ambassadors as you need in order to provide the best possible support for and adequately communicate with the community.
As you recruit brand ambassadors, you extend the internal core of the brand. Although it is wonderful to see your core group getting bigger, extending your reach is also an important time to ensure consistency. Be very careful to take the time to educate all brand ambassadors well so the entire brand orchestra stays in key.
Brand ambassador philosophy
Wikipedia defines an ambassador as “the highest ranking diplomat who represents a nation and is usually accredited to a foreign sovereign or government, or to an international organization.” Usually an ambassador lives and operates within the country or organization where he is assigned.
Your brand ambassadors should channel the same philosophy. While they are members of your organization, they should “live” within the communities they are assigned to as much as possible while representing your organization within that community.
Great brand ambassadors are loyal to the organization and to the community at the same time. They develop relationships of respect, honesty, and trust within the community, which allows them to clearly and openly communicate the priorities, desires, and needs of both sides.
Brand ambassadors are not just mouthpieces for the organization, but should also maintain their own personality, interests, and opinions in the community—often distinct from those of the organization. In places where they are representing their own opinions and ideas, they should provide the proper disclaimers. With a little practice, this is not nearly as difficult as it might sound. The key is maintaining an authentic personal voice while being open, transparent, and human in their communications.
Don’t think someone in your organization has the right makeup to be a good ambassador based on what you see here, even if he or she has good relationships within the community? Don’t make him or her an ambassador. The brand ambassador is a representative of your brand to the outside world, and the job carries a lot of responsibility and requires a high emotional intelligence and diplomatic sensibility to do well.
So take the time to find, train, and support brand ambassadors within your organization. With some attention and focus, you may soon find that your network of ambassadors becomes one of your organization’s most valuable assets.
If so, you can find more tips about how to extend your brand effectively in my book, The Ad-Free Brand (not an advertisement, mind you, just a friendly suggestion:).
Only $9.99 for the Kindle, but available in each of these formats:
Book | Kindle | Nook | EPUB/PDF
I admit it. I’m a total Jim Collins fanboy.
Ever since my friend Paul Salazar first introduced me to the book Built to Last back in 2002, I’ve been a willing member of the cult of Jim Collins. During my time at Red Hat, we took some of the ideas from Built to Last as inspiration for the process we used to uncover the Red Hat values. Then we later employed many of the principles from Collins’ next book Good to Great as we further developed the Red Hat positioning, brand, and culture.
Check out this picture of my copies of Built to Last and Good to Great, with little Red Hat Shadowman stickies marking the key sections I refer to the most. (I’m such a nerd.)
While many of the Big Concepts (TM) expressed in these books may initially seem a bit cheesy and Overly Branded (TM), I’ve come to love and occasionally use some of the terms like BHAGs (Big Hairy Audacious Goals), the Tyranny of the OR, Level 5 Leadership, and my longtime favorite The Hedgehog Concept. Why?
Because they are just so damn useful. They make the incredibly complex mechanics behind successful and not-so-successful organizations and leaders simple and easy for anyone to understand. They are accessible ideas and you don’t have to be a former management consultant with an MBA from Harvard in order to understand how to apply these principles to your own organization.
I’d go so far as to say that over the past fifteen years, no one has done more than Jim Collins to democratize the process of creating a great organization.
So when I found out that Jim Collins had a new book coming out, his first since the rather dark and depressing (but no less useful) How the Mighty Fall in 2009, and that he’d been working on this new book with his co-author Morten Hansen for the last nine years, I was ready for my next fix.
I finished the new book, entitled Great by Choice: Uncertainty, Chaos, and Luck–Why Some Thrive Despite Them All a few nights ago, and here are my thoughts.
This book comes from the same general neighborhood Collins explores in his previous books (I’d describe this neighborhood as “what makes some companies awesome and others… not so much”), but instead of simply rehashing the same principles, this book explores a particularly timely subject. From Chapter 1, here’s how Collins and Hansen set up the premise:
“Why do some companies thrive in uncertainty, even chaos, and others do not? When buffeted by tumultuous events, when hit by big, fast-moving forces that we can neither predict nor control, what distinguishes those who perform exceptionally well from those who underperform or worse?”
In other words, what common characteristics are found in companies that thrive when the going gets wacky? (Times like, for instance… right now.)
In this book Collins and Hansen clearly did an immense amount of research to answer this question. In fact, as with Built to Last and Good to Great, the appendixes at the end “showing the math” for how they reached their conclusions take a third or more of the book.
Their research led to a set of companies that they refer to as the “10x” cases because, during the study period, these companies outperformed the rest of their industry by 10 times or more. After looking at over 20,000 companies, the final organizations that made the cut were Amgen, Biomet, Intel, Microsoft, Progressive Insurance, Southwest Airlines, and Stryker.
Now you may look at this list, as I did, and say to yourself, “Okay, I get Southwest Airlines and Progressive Insurance… but Microsoft????”
Well, as it turns out, the period they were studying wasn’t up until the present day. Because this research began nine years ago, they were studying the companies from 1965 (or their founding date if it was later) until 2002. So in that context, the choice of Microsoft makes a lot more sense. In 2002, Microsoft was still firing on all cylinders (believe me, I remember).
I won’t spoil the whole book for you, but Great by Choice has an entirely new set of Big Concepts (TM) that will help you understand the characteristics that set these companies apart from their peers. This time around, we are introduced to:
–The 20 Mile March: Consistent execution without overreaching in good times or underachieving in bad times.
– Firing Bullets, Then Cannonballs: Testing concepts in small ways and then making adjustments rather than placing big, unproven bets (basically akin to the open source principles of release early, release often and failing fast). But then placing big bets when you have figured out exactly where to aim.
– Leading above the Death Line: Learning how to effectively manage risk so that the risks your organization take never put it in mortal danger.
– Return on Luck: My favorite quote from the book perfectly articulates the concept: “The critical question is not whether you’ll have luck, but what you do with the luck that you get.”
Many of these concepts come with an awesome allegorical story to illustrate them. That’s the great thing about a Jim Collins book: you can’t always tell whether you are reading a business book or an adventure book. In this case Collins (who is also an avid rock climber himself) shares tales from an ill-fated Everest expedition, the race for the South Pole, and a near death climbing experience in Alaska interspersed with specific stories from the businesses he is profiling.
Overall assessment: The book is a fitting companion to Built to Last, Good to Great, and How the Mighty Fall. Simple, accessible, easy to digest, and with some very actionable key concepts that you can immediately put to use. And, unless you read all of the research data at the end, you’ll find it to be a quick read that you can likely finish on a plane trip or in an afternoon.
So go on, pick up a copy and let me know if you agree.
If you found this post helpful…
Consider taking a look at my new book The Ad-Free Brand (not an advertisement, mind you, just a friendly suggestion:). It has some nice tips for how to build a great organization without the help of… you guessed it… advertising!
Only $9.99 for the Kindle, but available in each of these formats:
Book | Kindle | Nook | EPUB/PDF
Earlier this week, Fast Company posted an article by Jens Martin Skibsted and Rasmus Bech Hansen (thanks to Gunnar Hellekson for sending it my way) that may be of interest to folks seeing success with their open source and open innovation efforts.
The article is entitled “User-Led Innovation Can’t Create Breakthroughs; Just Ask Apple and IKEA” and here’s how it starts:
Companies should lead their users, not the other way around.
The user is king. It’s a phrase that’s repeated over and over again as a mantra: Companies must become user-centric. But there’s a problem: It doesn’t work. Here’s the truth: Great brands lead users, not the other way around.
Jens and Rasmus aren’t the first to preach this sermon, Henry Ford (apocryphally, at least) had a go at it about 100 years ago. And Steve Jobs has famously used Henry Ford’s “faster horse” quote to describe Apple’s philosophy about market research for years.
To make their case, Jens and Rasmus use Apple and IKEA as case studies of brands that have done very well by not listening to their users, and in the article they document conversations with insiders at each company.
A few years back, a good friend recommended I pick up a copy of Designing Brand Identity: an essential guide for the whole branding team by Alina Wheeler. Now in its 3rd edition, it’s a beautiful book, well designed and easy to read or to use as a reference. I recently caught up with Alina, who is finishing up work on a new book entitled Brand Atlas: Branding Intelligence Made Visible with designer Joel Katz. I asked her some questions about where branding and the open source way might be beginning to intersect.
CHRIS: I have heard that you often begin the continuum of branding with the 17,000 year old cave paintings in Lascaux, France. Now that’s historic branding! What are one or two key concepts in designing branding identity that have stayed constant and endured from a world of cave paintings to a world of Twitter, Facebook, and open source?
ALINA: Since the beginning of time, the need to communicate emerges from a universal set of questions: Who am I? Who needs to know? How will they find out? Why should they care? Whether you are on Facebook or in Shanghai or Charlotte, these questions are the same.
Mankind has always used symbols and stories to express individuality, pride, loyalty, and ownership. Individuals, communities and organizations express their uniqueness through their identity. Brand is identity. Competition for recognition is as ancient as the heraldic banners on a medieval battlefield. The battle for physical territory has evolved into competition for share of mind. The competition is fierce.
The power of symbols remains elusive and mysterious–a simple form can trigger recall and arouse emotion–whether it is emblazoned on a flag or embedded in an email. There is significant research about the purpose of the images in the caves of Lascaux. For me they are a reflection of what we are all thinking about now: communication, community, culture, meaning, survival, and navigation.
CHRIS: Now the opposite question: as we begin 2011, are there core branding principles you think have shifted significantly since you wrote the first edition of the book in 2003?
ALINA: The tools have changed. The fundamentals have not. Whether you are the CEO of a global consumer brand or a social entrepreneur, I believe that there is a universal set of principles that are fundamental to increasing awareness, attracting prospects/opportunities, transcending the clutter, and building customer loyalty.
The brand conversation has changed. We all know that now. The challenges have increased exponentially. The tools have become so provocative that they reduce our attention to the fundamentals: being customer centric, staying aligned with your vision and values, and staying differentiated in a world that is overwhelming in sameness and clutter.
The pressure to constantly update and innovate has polarized the world of brand builders. For some, it is an exhilarating time and for others a treadmill where you are running faster to stay in place. There are those who embrace marketplace dynamics and ignore brand fundamentals, and those who are stuck in their legacy infrastructures and business models refusing to embrace change and speed. Success requires embracing both.
CHRIS: Here on the opensource.com business channel, we often talk about how core open source principles like community, collaboration, meritocracy, and rapid prototyping can help businesses of any type–not just those building software. I love the detailed case studies you did in Designing Brand Identity. In your studies of leading brands, have you seen examples of these principles being applied in the branding world?
ALINA: I am eager to learn about new brands that are co-created with the customer or end-user. I believe that open source is the most meaningful and relevant methodology that will help us prepare for a new world: i.e. build communities that matter, collaborate more effectively toward outcomes that matter, and innovate because for survival, that matters.
Although open source is a fairly new idea to most brand managers that I know, it embodies the branding process ideal from an organizational development perspective. The biggest challenge on revitalizing an existing brand is frequently busting through the silos. How do we get IT to work with customer support and marketing to work together on behalf of the customer? How do we get different departments with radically different agendas to be part of the campfire around the brand? It is so powerful when there is a cross-departmental, cross-disciplinary collaboration to build the brand, and to deliver on the brand promise.
B Corporations are a new class of certification and classification for companies that want to collectively redefine success and to leverage the influence of their businesses to solve social and environmental problems. B Corps connect their executive teams with peers from mission-aligned companies.
The Charleston Parks Conservancy has a unique network of community volunteers called the Park Angels, who literally help care for Charleston’s 120 + parks. They have become the public face of the organization. The long-term benefits are for the entire city: building community and improving the quality of life, health and economic strength. Park Angel’s brand is visible on numerous platforms that connect people to people, people to the parks and to the bigger ideal of making a difference. This movement has instilled a sense of ownership and pride.
I believe that IDEO uses open source methodology in their product development work, although I don’t think they call it open source. They are renowned for letting customers/users be part of the product development process and routinely use rapid prototyping. Certainly their culture of creativity and innovation is a meritocracy. The Ripple Effect is a project done in partnership with the Acumen Fund and the Gates Foundation. IDEO collaborated with 22 organizations in India to develop new methods for safe transportation and storage of drinking water in India’s villages.
CHRIS: I can tell design means more to you than just a pretty logo. What is the strategic role of design in building brands today?
ALINA: Lou Danziger said it best, “Design is intelligence made visible.” The best design is a result of strategic imagination, an ability to understand and align business goals with creative strategy and expression. While brands are about emotional connection, brand identity is any tangible expression of the brand. We can see it, hear it, watch it move. Designers play an essential role in building brands and creating unique and memorable experiences. Designers work to fuel recognition across platforms, amplify differentiation, and make big ideas accessible and understandable.
The best designers have an ability to imagine what others can’t see and to show what it looks like and what it feels like. Design is often overlooked in brand strategy meetings where rapid prototyping could benefit and accelerate the decision making process. Having designers shoulder to shoulder with researchers examining user experiences could jumpstart new solutions.
CHRIS: One trend we discuss regularly here on opensource.com is the trend toward organizations giving up some control over the direction of their brands to the communities around them. I’d love to hear your thoughts. Is this a positive thing? Dangerous? Maybe both?
ALINA: Brands exist because there are customers. Although that might sound like a blinding flash of the obvious, it’s important to remember that ultimately the customer always decides whether a brand will flourish or die.
Just like in any conversation worth having, there is a time to talk and a time to listen. Listening to the aspirations, desires, needs, and challenges of your core stakeholders is the most critical brand building competency.
I do believe that control is critical to brand success whether you are a start-up venture, a non-profit or a consumer brand. Having values that don’t waiver. Being certain about why your organization exists. Being consistent about who you are and what you stand for. Taking the time to engage your entire organization in the vision and values. Creating places where conversations can happen. Building trust. Anticipating and fulfilling needs. Being transparent. Making certain that the brand experience is coherent and relevant. These maxims are intentional. As more brands in the future are co-created with end-users, perhaps this notion of control will evolve to a more collaborative model.
The third edition of Designing Brand Identity is available on Amazon now. Alina Wheeler’s new book Brand Atlas: Branding Intelligence Made Visible will be available in April, 2011 and is available for pre-sale now on Amazon.
[This post originally appeared on opensource.com]
Daniel Pink published an interesting piece over the weekend in The Telegraph about Netflix‘s innovative corporate policy of not having a vacation policy.
Meaning, employees don’t have a set number of days they get off each year, but instead can take vacation whenever they want. From the article:
At Netflix, the vacation policy is audaciously simple and simply audacious. Salaried employees can take as much time off as they’d like, whenever they want to take it. Nobody – not employees themselves, not managers – tracks vacation days. In other words, Netflix’s holiday policy is to have no policy at all.
This may sound like a recipe for disaster to you, but it hasn’t turned out that way for Netflix. In fact, as the rest of article highlights, not having a lot of corporate policies may be a fantastic strategy for engaging 21st century workers.
[Read the rest of this post on opensource.com]
When I was at Red Hat, I sometimes got questions from folks who wanted to know the secret to Red Hat’s brand success. First off, I’d always say you don’t grow a $1 billion technology company on brand alone. We sold great products. We treated our customers and developers well. We had a revolutionary business model. Those kinds of things are the bedrock of a successful brand.
But if I was to point to one “secret” thing I think had a big impact on the brand it would be a very simple one:
We said the same thing. Over and over. For years.
For me personally, sometimes I said things so many times I was just as sick of hearing myself as others were.
When people would come to me and ask if they could make a tan hat to give away at tradeshows rather than a red one, I would always repeat: “But we are Red Hat.” We brand folks would always be the ones to bring up the company mission, values, and culture. We’d steer conversations back toward the open source way when they went astray. When my colleagues and I would speak about the culture and brand in orientation, we’d tell the same stories, show the same videos of Bob Young and Matthew Szulik to new employees year after year after year.
When it comes to brand positioning, the biggest mistake you can make is to invest your time, money, and energy in discovering your optimal brand position… and then give up on it before it has a chance to do its magic. Building a great brand has to be done over time and, to paraphrase Jeff Bezos of Amazon, there are no shortcuts.
I’ve worked with a lot of creative types over the years, and most of them love to come up with new ideas. Heck we all do. But sometimes the thing that makes you stand out when everyone else is saying something new is to say something… well… old.
I recently finished the new book Digital Strategies for Powerful Corporate Communications, by Paul Argenti and Courtney Barnes. I must admit, I’m allergic to many Web 2.0 books. This book does have some of that social media handbook feel, but I was excited about it because co-author Paul Argenti, a professor of communications at Dartmouth, is someone whose ideas about communications have really influenced my thinking over the past few years.
Paul was one of the masterminds behind The Authentic Enterprise, a whitepaper that may be one of the most compelling looks into the future of the communications field I have ever seen. I’ve written about it previously here, here, and here.
The following paragraph highlights the point of view from which this book approaches digital communications strategy:
“The business of managing relationships– and therefore, business itself– has changed dramatically in the last decade. Stakeholder empowerment, as it’s come to be known, has shifted the corporate hierarchy of influence from the hands of elite business executives to those of their once-passive audiences, including employees, consumers, media, and investors.”
This paragraph does a nice job illustrating what we might define as the democratization of corporate communications.
Democratization of Corporate Communications:
Any person communicating about any company at any time.
A company’s own communications professionals can no longer expect to be the only communicators of the brand message. Employees are communicators. Customers are communicators. Even former employees and former customers can now communicate on behalf of brands. Scary stuff or exciting stuff, depending on who you are.
One of the things I really liked about this book is that it has an entire chapter highlighting a favorite subject of mine: the need for closer ties between the human resources and communications function. Why? Simple:
In a world where everyone is a communications person, everyone needs to be on brand.
If you’ve ever watched a road bike race like the Tour de France, you know the peloton is the big group of riders that cluster together during the race to reduce drag. It’s a great example of collaboration in action. But let’s face it: the people in the middle of the peloton may go faster than they would otherwise, but they don’t win the race.
When it comes to creating and innovating, most companies (and employees) are in the peloton. They are doing enough to survive, but they are stuck in the pack. And if they stay in the pack too long, they lose.
Escaping the peloton is tough. Often, you see a cyclist break away, sprint for a while, only to get sucked back into the main group over time as the pressures of making a go independently prove too much.
You’ve probably felt this way at work. You come up with an amazing idea, one that will change the company forever. But little by little, people—even the well-meaning ones—chip away at its soul, until the idea goes from being amazing to, well, average. You end up being sucked back into the peloton.
After this happens one too many times, you may feel like you want to stop collaborating and try to make things happen on your own. Don’t do it. Even Lance Armstrong could rarely break away from the peloton without his teammates’ help.
Instead, here are three tips to help you escape the creativity peloton without giving up on collaboration.
[Read the rest of this post on opensource.com]
In the discussions around some of my previous articles, I’ve noticed a trend: we seem to be focusing on cultural changes that need to be made for the open source way to be effective in contexts beyond technology. One cultural context I think could really use some help is politics.
I read an interesting post last week by Morton Hansen (author of Collaboration: How Leaders Avoid the Traps, Create Unity, and Reap Big Results) entitled Obama’s Five Collaboration Mistakes. In the comments below the post, some folks interpreted his words as an attack on the Obama administration. Me? I’d probably interpret Hansen’s words more broadly. Perhaps something like:
Politicians are pretty darned bad at collaborating a lot of the time.
I think many folks would agree with this statement no matter where they sit politically. No matter where they live around the world.
In fact, the word “political” has become almost synonymous with anti-collaborative behavior in many contexts. Certainly in the business world.
But there is a lot a stake here. The economic downturn has hurt our businesses badly. And this has affected many of us in even more personal ways. Jobs. Homes. Security.
We need innovation in the political world to help solve the problems of the business world. Which means we are going to need better collaboration across political boundaries, both inside and between our countries.
Could we open source folks help?
[Read the rest of this article on opensource.com]
One of the first things many new employees notice when they step inside Red Hat is how deeply held our corporate values are within our walls and how much they impact behavior within the company. The values aren’t just words to most Red Hat folks, and they show up in conversations and in actions on a daily basis. Today we probably take for granted that it has always been that way.
But it wasn’t. Back in 2002, I was one member of a team tasked with figuring out Red Hat’s corporate values. At that time, the company was still pretty small– about 500-600 employees.
I must admit at first I was pretty jaded about the whole corporate values business. The concept of corporate values made me think of those Successories motivational posters with a photo of a bear in the middle of a stream with a fish in his mouth and a word like “ACHIEVEMENT” in all caps at the bottom. Or whatever. Most corporate values systems didn’t seem authentic to me or were just plain lame.
The values team was made up of a cross section of folks from across Red Hat: Sean Witty, who did biz dev and M&A; Mark Cox, a security guru who is still at Red Hat; Jeremy Hogan, one of the original Red Hat community managers but who at the time was working in support; Paul Salazar, who I’ve written about before in this blog here; Jonathan Opp, who is still in the Red Hat brand team and did a lot of the original writing of the values descriptions; and myself.
We quickly decided we didn’t want Red Hat to end up with just some lame words to put on posters. We wanted to do this values stuff right.
Paul Salazar knew Jim Collins from Stanford, and encouraged each of us to read Collins’s book Built to Last (which is one of the Top 10 Books behind Dark Matter Matters). In it, Collins talks about the characteristics common to great, enduring corporations. According to him, the most important thing great companies shared was having deeply held values and core purpose. From the book: