Consistency

Consistency

“One-Word Equity defines the characteristic a company want most instantly associated with their brand around the world, and they own it”, according to Daniel Pink. For example, Obama’s is Hope, Ali’s is The Greatest, Mastercard’s is Priceless and Nike’s is Just Do It. What is your company’s One-Word Equity?

Let’s start with being Consistent. It certainly has worked for companies like Starbucks, The Keg and Terroni, to name a few. You know exactly what to expect regardless of location or time, and they’ll deliver on the promise each time. Price never becomes an obstacle as they have repeatedly proven their value.

To start, be consistent with your people. Treat them the way THEY want to be treated not how YOU want to be treated. Spend your time and efforts to win them over first. Notice that the above restaurants have the highest staff retention and known to be the Best Employer.

Then focus on service, product and atmosphere. Define exactly how you want your customer to perceive you in each category and write an imaginary customer review with details outlining how you won them over. During the interview stage, ask your people how they’d deliver on this promise each shift. People will naturally support what they co-created.

Being Consistent is simple but not easy. It doesn’t take more money, only your commitment.