Brand vs. Bottom-line Focused Organizations

From my experience I believe there are two main mindsets that lead all organizations,  “brand focused organizations” and “bottom-line focused organizations.”

The difference between these two mindsets leads to two very different outcomes.

Bottom-line Focused Organization
The bottom-line focused organization’s primary concern is here and now. They think… “How can we profit the most off of every transaction, even if we have to use pressure to squeeze the last penny out of a customer/donor.“

This organization will soon go under or fade to the background of the market as a result of disappointed customers/donors sharing their experience with friends and family (and these days Facebook and forums).

Brand Focused Organization
The brand focused organization’s main goal is a great reputation that drives profitable sustainability. They think… “How can we please our customers/donors by consistently giving them a great service/product and an unexpected experience, even if we financially breakeven in some situations.”

This organization will slowly build a great brand reputation and secure a top position in the market while sustaining the loyalty of a base of advocates who will not consider another option.

What is the focus of the organization you work for, want to work for, lead or do business with?

Comments

[Andrew B. Clark]

Great breakdown of a business models and how they are (or aren't) using brand as the basis for decision-making!

Bottom-line focused businesses have the concept upside-down. If you create value in your brand, your customers/donors will help support your bottom line.

Thanks for the snapshot!

Keep Cooking!
Andrew B. Clark
The Brand Chef

[1day1brand]

Guy,

I agree with you, but also know that some brand focused organizations can also neglect the bottom line. Same way some "visionary" organizations can do the same.

That's probably the feedback I get most from my Advisors - "Axle - great ideas, great work you are doing, great relationships you are building, but ALSO keep your eye on the bottom line. If you ignore it, they'll be no brand to focus on.

All the best,

Axle

@1day1brand