Onboarding-It's all about the Branding

I am not a marketing person, so I googled "history of branding" and learned a few new things. The modern version of what most of know as "branding" products, services, companies, people, etc. has really only been around since the 1950's. It was a post-war response to a mass-production of consumer goods and a somewhat frugal consumer base who still remembered the Depression.

Interesting. I can't help but draw some paralelles to today.

We are in a time when consumer goods are plentiful and affordable to pretty much all of the industrialized countries and we are still recovering from the worst economic crisis since the 30's. So, branding was born to differentiate the plethora of products that were now available to the masses via "super-center" shopping.

This was made possible only by the mass communication that television provided. Sort of a "perfect storm" of sorts about products and communication. Again, not unlike the communication strides we have experienced over the last 2 decades. Mobile communication devices and the internet have joined television in communicating to the masses and companies are forced to participate in these technologies wheter they like them or not, just to stay relevant.

Staying relevant. Isn't that really what branding is all about anyway? Staying relevant and meaningful to your customers, audiences, niche market, whatever you call it. So what does this have to do with leadership onboarding?

Consider if you will that your newest leaders are a subset of your customers, or niche market. When you offered them their new roles and they accepted, they were, at least for the moment, your biggest fans. Now, if you didn't immediately start the process to keep them engaged, excited and ready to hit the ground running, you have missed a huge opportunity. Your brand is weakened because a relocation detail got missed, there were no phone calls or emails before the new leader started. The office wasn't set up properly and access to the company's network was delayed.

All these onboarding experiences are negative ones for your new leaders and your brand. Think about that as you build or refresh your process for 2010. What brand messages do you want to deliver to your newest leaders? How can you help them understand your brand so that they may reinforce it in their parts of the organization and to the customers they touch?

By creating as much passion and energy into your internal experiences as you do your external ones, you can create a culture that is authentic and sustainable.

Besides, sometimes it's easier to change when you start with the new people!