Personal Accountability in Branding.

In the book The Question Behind the Question by John G. Miller, it is suggested that good things happen when one becomes personally accountable. The book further suggests that the process involves making better choices in the moment, which begins by asking better questions.

A short rule of thumb presented by Mr. Miller is to use “What” and “How” questions rather than “Why, When and Who” questions which tend to become more self–directed. The questions should also contain the word “I” and focus on action.

For example, rather than asking a question like “Why can’t they do their job better?” one should consider a more positive question: “What can I do to better support the team?”

So, how can one apply this approach to become more personally accountable in influencing a brand? Rather than asking, “Why aren’t our marketing efforts generating more leads?” or “When is management going to support our branding efforts?” turn the questions around, e.g.“How can I strengthen our brand efforts to generate more interest?” or “What can I do to help increase the perceived value of our brand?”

The point is, whether or not you work in marketing and have direct influence on brand promotion, you ARE the brand and have the power to affect its perception in the marketplace. Thus, you can take positive steps and be personally accountable for your actions as they relate to your brand.

Think about the times you’ve been to, say, a fast food restaurant and the person behind the counter was visibly in a bad mood or unsatisfied with his/her job. Didn’t his or her behavior affect your opinion of the restaurant and brand experience? Had that employee asked, “How can I make my customers’ experiences here more positive?” you might have a different impression of the restaurant.

Asking better questions could be the road to better actions as they relate to your brand.