Smart Branding..Knowing Your Results

There is old saying “ You cannot improve what you don’t measure” 

The truth of this is clearly demonstrated by Singapore’s first Olympic Gold medal winner,  Joseph Schooling and every other medal winner.   He tracks the timing of his each and every swim…not just how fast he completes the swim but how fast he gets off the block, how far his first dive, and fast he first dives etc, etc.  He is completely aware of every activity that affects his performance, and is totally committed to improving every activity in order to beat the Olympic and World Record. 

He knows that he cannot swim naturally, or like normal…and he never does.

·      In business, do we just do things normally like we always do and hope to win and prosper?

·      Do we measure our performance, not just the overall Profit and Loss but across all key Processes and Activities.  Are we hoping to win without properly measuring how well we are doing?

Most business even multinationals may not be able to claim that that are fully aware of how the business activities are conduct, how are their brand progressing, how productive they are…. nor are they totally satisfied that they have measured them well if at all.

SPRING Singapore government agency promotes a Business Diagnostic program also known as SMART was designed to:

·      Help business better understand their performance,

·      Share performance data amongst stakeholders and decision makers

·      Help create action plans in a rational and systematic manner,

The ultimate objective is to help businesses to progress in the journey of excellence and  becoming winners and champions in their field of business.  Branding is ultimately.about understanding what customers preferences/desires and how to  become excellent in those and related areas.

There are bountiful literature on business excellence.  These may be found on SPRING’S Business Excellence Website (http://www.spring.gov.sg/Building-Trust/Business-Excellence/Documents/BE_Framework.pdf  ) .  Many of these may sound rather complex and academic.

The SMART program has translated these into a simple and easy to understand diagnostic framework that leads to Action Planning and real improvements.   Many Businesses have found this program extremely useful is helping the organization in its journey towards excellence.

Singapore SME Enterprises may enjoy funding from SPRING using their Innovation Capability Voucher (ICV) which will fully pay for the cost of a SMART program.  Understanding your results is indeed the first step towards successful Branding.