It shouldn’t be hard to understand when inconsistency characterizes ones output be it for products or services. When inconsistency becomes you one loses integrity and without integrity there is no brand for sure!
This, we need to understand; that there is no such thing as branding when deliverables are made optional. Very much like with Filipino suppliers – this is the reason branding has been elusive to most. Many manufacturers have pulled out of the country realizing that their outsource in the country has made deliveries optional when it comes to timetables and a sustaining quality. When this becomes the issue business goes haywire. The manufacturer suffers his deadlines and payments are not made. Suppliers cry foul with no incomes to pay their costs and wages. The market and potentials are missed and consumers go elsewhere. This domino principle takes over and everyone suffers. So how is it we Filipinos do not deliver even with contracts and deadlines agreed upon? The answer for sure is likewise elusive with the Filipino trait to be conscientious workers. When the Filipino travels abroad they become examples for being hard-working, resourceful and respectful. And yet when in the country for one reason or other a dreadful like virus takes over be it culture, a heritage or practice corrupts them not necessarily to remain indolent but to become unreliable. Unreliability is not a trait for branding for sure. Branding requires the consistent delivery of the brand promise to generate integrity which makes it the brand. Consistent delivery is key regardless.
Consistency is not limited to manufacturing but with actions itself. When you become unreliable you become untrustworthy. In business when you agree to something it is imperative you deliver. Many do not! To make matters worse there are a number of business people out there who become hazy somewhat with agreements. Shaking ones hand towards an agreement should be binding enough but in this country it is best, it is required and even better that you sign a contract for agreements. And to secure this, to have agreements notarized. In the Philippine we notarize everything anyway which has become part of our practice for some reason. There are people who negate agreements as if you never agreed to anything twisting agreements to their favor as if you never met. This is most common with the bigger businessmen who like to take opportunity of the small guy twisting agreements. There are also those who have a convenient amnesia when it favors them to ease out of situations they have changed their minds towards. This is the most difficult type and it is best you remember who they are and stay away from these types. Many a tycoon are of this type in this country.
Then there is the politician who never means a word they say. They make promises off the cuff and make sure you hear what it is you like hearing never to deliver on any promises made. This is common amongst our politicians and the sitting authorities. Branding is all about deliverables!
Talk To Harry 