Apa pentingnya prinsip dalam sebuah brand? Apa hubungan antara prinsip dengan sales dan pendapatan? Ternyata, ada kaitan erat.

Cobalah lihat perusahaan seperti Zappos, Whole Foods, dan Apple. Mereka memiliki market yang sangat berbeda, namun sama-sama meraih kesuksesan oleh karena prinsip mereka. Itulah sebabnya, menentukan dan berkomitmen terhadap prinsip-prinsip dasar perusahaan adalah kunci dari pertumbuhan jangka panjang dan kesuksesan.

Prinsip-prinsip dasar merek Anda adalah pondasi dari budaya perusahaan, bagaikan kompas yang menjadi pemandu arah jalannya perusahaan. Ia menjadi pedoman bagaimana tiap anggota organisasi diharapkan bertindak dalam situasi apapun. Ia juga merupakan bahan dasar penting dalam janji merek Anda. Ketika budaya perusahaan Anda sejalan dengan tujuan merek dan juga dengan kebutuhan konsumen, makan akan terjadi hal-hal baik.

Sebagai contoh, Zappos. Zappos adalah contoh perusahaan yang sangat terobsesi untuk berinovasi dalam hal customer service. Coba bayangkan situasi ini. Perusahaan mana yang, begitu mendengar bahwa pengembalian barang terlambat dikarenakan meninggalnya anggota keluarga, langsung mengirim kurir untuk mengambil barang agar pelanggan tidak repot? Ditambah lagi, mereka juga mengirim karangan bunga. Atau kisah lain yang banyak orang tahu yaitu seorang pengiring pengantin yang sepatunya dikirim ke alamat yang salah dan tidak mungkin sampai sebelum upacara pernikahan. Zappos bukan sekedar mengirimkan sepasang sepatu lain dengan kiriman kilat semalam, tapi mereka juga memberi refund karena telah merepotkan pelanggan?

Tetapi, benarkah budaya perusahaan demikian besar jasanya dalam meningkatkan profit? Nah, Zappos dengan prinsip “pelanggan adalah raja” diyakini merupakan pertaruhan bagus ketika mereka mengakuisisi perusahaan tersebut dengan nilai $1,2 milyar pada tahun 2009. Kita juga bisa menengok pada merek-merek lain seperti Southwest Airlines, Ikea, Google, Progressive, dan Adobe. Perusahaan-perusahaan ini juga mengandalkan prinsip dasar yang kuat untuk menciptakan budaya internal yang terwujud dalam inovasi, kemajuan, dan pertumbuhan.

Ngomong-ngomong, manfaat ini bukan hanya untuk merek-merek chip biru. Budaya perusahaan yang dibangun di atas prinsip-prinsip kuat yang dapat ditindaklanjuti akan memberdayakan perusahaan apapun jenis dan ukurannya serta mendorong pertumbuhan. Jadi, cobalah Anda memperhatikan kembali dan memperkuat prinsip-prinsip dasar perusahaan Anda. Apakah mereka segaris dengan tujuan merek Anda? Apakah mereka sejalan dengan prinsip pemegang saham Anda? Apakah Anda mendengar dan memberdayakan organisasi Anda untuk memberikan pengalaman tak terlupakan baik untuk kalangan dalam maupun luar perusahaan?

Apabila jawaban Anda adalah “ya”, berarti Anda sudah di jalan yang benar. Karena jika budaya merek Anda sudah benar, maka hal-hal baik akan terjadi.



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