Santa Claus, Elves and Your Brand

I was reading through some of my past articles and with the Holidays upon us, this one from eight years ago resonated. I've refreshed it since seemed like a great reminder for myself and possibly thought others as well!

The moment around the Holidays that most parents dread finally happened. As I was tucking my almost nine year old daughter into bed and kissing her goodnight, when she wanted to know once and for all if Santa Claus was real. The "gig" was up and she was ready for the truth. I knew it was time to stop re-directing her questions and answer her directly. After asking her why she didn’t think Santa was real, she went through a very rational list that included finding the note she wrote Santa last year in my wife’s nightstand (DOH!), the?Elf on the Shelf?not moving several times last year (double DOH!), her nana slipping up and mentioning that she filled her stockings last year, and the simple fact that there was no way Santa could go across the world in one night and get into everyone’s house to deliver presents. She was also confused because we also try to celebrate?Sinterklaas on Dec. 5?by putting out our wooden shoes, since I grew up in in the Netherlands.

Although I was sad that a little sliver of childhood wonder was slipping away from my daughter, I was actually very impressed and proud of my daughter’s reasoning skills. She had sifted through all the inputs of data and things her friends were saying (most of whom still believe in Santa), paired this with her first-hand account of things and had come to a logical conclusion. As I carefully talked through the Santa issue with my daughter and finished tucking her into bed, it struck me that this is exactly how brands (both personal or business brands) are viewed and measured each and every day. It doesn’t matter how many stories are told or shared…if it doesn’t match up with the reality of what is experienced, there is going to be a branding disconnect.

It doesn’t matter how many stories are told or shared…if it doesn’t match up with the reality of what is experienced, there is going to be a branding disconnect.

With a business brand, many companies try to portray an image that isn’t in line with what is actually taking place. Consulting, communications and marketing teams across the world feverishly work to craft and disseminate information and stories to reinforce each company’s brand. But if the consumer experience is something completely different, then there is a lot of money being wasted. Companies that have extremely loyal customers are also the ones that consistently keep the promises they are making.

You can probably think of the brands you are loyal to off the top of your head. There are also those where the brand does not line up with what they are sharing. One of my favorite examples is when companies tout that “our people are our greatest resource” while treating their people poorly. All it takes is a bad boss that has been left with no accountability to destroy a company’s employment brand when real-life stories are shared with friends and family members if a company hasn’t invested in managerial trainings or other tools to help supervisors.

Companies that have extremely loyal customers are also the ones that consistently keep the promises they are making.

On a personal note, one of the things I respect so much about working at Atrium Health is the focus we have on fulfilling our mission of health, hope and healing - FOR ALL. And now, with the combination with Advocate Aurora Health, becoming the fifth largest health system in the nation, Advocate Health, you can imagine how hard it is to keep 150,000 teammates engaged and our culture strong. Is the organization perfect? Absolutely not…I work here, so it automatically takes it off that list. But I witness day-in and day-out of how we live out our "for all" mission to take care of each community we are privileged to serve. This makes me a proud and loyal brand ambassador for our organization.

Simply put, what people say about you when you aren’t in the room is your personal brand.

With a personal brand, it’s important to recognize the difference between your “personal advertising campaign” and your actual “personal brand.” Whether we like it or not, we live in a world where many times, perception is reality. I have worked with people who will tell you all day long what they stand for and what they are all about, yet everyone around them knows them for someone much different. Simply put, what people say about you when you aren’t in the room is your personal brand. And this is directly related to the impression your work or personality leaves on people. What characteristics does your brand have? Are you consistent? Do you have integrity? Do people seek you out and want to be around you? Are you a team player? What value do you bring to your group and team? What qualities are you most proud of in your work? Do you procrastinate? Do you over deliver? Or do you just do enough to get by??Are you dependable??These are the things you are known for…and this is your personal brand.

The good news is there is always time to do a reality check and assess where you honestly stand and course correct for the future. It's not typically something that can be done overnight, but certainly worth the work.

Cheers!

P.S.?You might be wondering how I handled the Santa Claus discussion with my daughter. As I sat with her on the side of her bed, I told her that while a physical Santa doesn’t actually exist, the spirit of what Santa or St. Nicholas stands for is alive each day all around us, and only exists if we decide carry it on. We talked about how great we feel when we give gifts to other, and this is spirit of Christmas. We’ve always emphasized the importance of celebrating what we believe is the real reason for Christmas and the ultimate gift that was given to us long ago, so I don’t think it was that hard for her to grasp. But don’t worry parents, we also talked about how she shouldn’t tell her friends now that she knew, but that it was her job now be Santa to others and get to know them well enough to be able to get the gift that means the most to them. Before she went to sleep that night and ever since, my daughter has been excited about having this knowledge and being Santa’s helper for her sister and others. I’d say that the spirit of St. Nicholas is alive and well in our house.