Maintaining Brand in a Recession:

How Your Talent Distinguishes the Customers' Experience

February 24, 2009

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EMS committed to believing that their talent are “beacons of their brand.” That is a huge leap in a retail industry that traditionally has high turnover (although EMS’s retention of top talent has improved as a result of implementing this strategy). Even larger organizations, such as Disney (where they assume turnover) commits to their talent conveying their brand. Colleen Clark from EMS reminded us, that, “your people are your brand.” In retail, why will Best Buy survive (in contrast to Circuit City who did not)? Why will Bed, Bath and Beyond survive but Linen’s and Things may not? There are brand and business battles in each industry. Committing to talent delivering a true brand is a successful business differentiator.

EMS knew that talent can win customer loyalty, or they can reverse everything a company wants customers to believe in their print ads. EMS had no additional advertising budget… they had invested in their people so placed their bets there. It began with bolstering confidence to take on the unknown– recognizing that “now is different than any other time, and tomorrow will be different from today,” didn’t mean they had to be afraid. EMS believed fear would dissolve when it was replaced by meaningful movement. Rising to the challenge began with leadership; EMS asked leaders throughout the organization what they could be counted on to contribute that no one else could. Leaders asked for the help of their talent teams, communicating the business’s challenges to engage their hearts and minds. They discovered that when people have something important to do, they move through their fear.

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