I elaborated on Corporate design and on corporate identity before. This time I want to present you a real example that “happened” to me last week.

The Situation

By accident I discovered a Job Offer for a Head of E-Commerce of a marketing agency. Everything I could see about the corporate design was really amazing and very consistent. I was thrilled and of course highly interested. Since the job offer had been published some time ago I wanted to find out if the position was still available and called this agency. This company only has about 10 employees so I figured that people know what is going on.

Here is what happened:

• The phone was answered by the person whose name was mentioned in the job ad. Before I could finish my phrase the gentlemen informed me that he was not in charge, did not know what was going on but I should call again since Mr X who knows about it was on the phone. Moreover, if I needed the information now I had to hurry up since Mr X was about to leave for his vacation.
• Two hours later I called again and Mr X was somewhere else again. The first gentlemen suggested I called again but I decided to ask my two questions by e-mail.
• I sent a structured e-mail and within two hours I received an information that did not answer my questions. As if you asked for the time and got the weather forecast.
• I thanked him and informed him at the very same time that I decided not to apply.

Analysis

Corporate identity also includes behaviour.

• If you are a professional you do not make someone call you again but ask the person if you can call back.
• If your company only comprises 10 people you know when your name appears in a job offer or at least know about the job. Otherwise – and that is what the first gentleman’s tone suggested – you don’t give a damn.
• If you receive an e-mail with two structured questions you answer accordingly. If not you either make it very clear that you are not interested in the questions at all or you make a fool of yourself. In the best case both.

Summary

Corporate design is a part – and only a part – of corporate identity. If you want your company to look professional – no matter how big or small your shop is – you need people that really engage in your business. Remember, after all we speak about YOUR brand.

So from my perspective they need two things:

1. Training/information on rules, events and processes
2. The feeling that they and their work matters to the company.

Do you have any other measures to close this gap? I am curious to hear about it.