Relationships Are Everything. Really.
Relationships are funny things. In life, the way we categorize our relationships generally runs along a spectrum, from loathing to loving — for any number of reasons. In business though, it seems there are poles.
There’s little room for indifference, especially when it comes to the end user. Something or someone or some brand is either loved or hated. There is no in between.
Think about it. In general, we’re hot or we’re cold when it comes to the relationships we form with brands. If you doubt this theory, read any thread of comments on any brand’s social media. The opposite ends of the spectrum will jump out immediately, as will the quality of social media’s collective sarcasm.
And that’s just one type of business relationship. What about the ones formed within an organization? And what about the ones that organizations form with other, like-minded or like-missioned organizations?
They’re all important. They’re important because business is built on relationships, but also because every kind of relationship has the ability to impact revenue. And every relationship has the ability to influence a brand’s reputation.
This should start to sound familiar if you’ve kept up with our series of blogs detailing our proprietary H.A.L.O. business system. And if it doesn’t sound familiar, let’s just say every business leader should recognize that the obstacles a brand or business is facing is no different than the same six challenges every other brand or business faces.
Everything is connected, including relationships, revenue and reputation. One weak link can create slack in the proverbial chain allowing progress and forward movement to bottleneck. No one wants that.
It’s why an inward look, as part of our H.A.L.O. process, is so crucial. And it’s why that inward look needs to be holistic instead of reserved for only certain departments. Nothing should be overlooked, since everything has the potential to influence revenue.
When it comes to relationships, we look at an organization’s:
- Internal marketing and communications
- External marketing and communications
- Internal processes such as HR and benefits
- External, B2B partnerships
- Client-centered, or B2C, exchanges — including the sales process
- User experience across all platforms and interactions
- Referrals and testimonials
When you think of your brand’s relationships, and cross reference that list, have you covered all those bases? Because, if we’re being honest (and good relationships are built on honesty), that’s just a short list.
Relationships run deep. Not unlike the ones in our personal lives, business relationships have context and history and future implications. Sometimes they result in exciting collaborations and immediate referrals and sometimes they take time to marinate before they turn into something unexpected down the road.
But one unwavering variable is the truth that they are always important, in every setting and across every platform. Because relationships impact revenue.
To better understand how your brand’s relationships are impacting your organization’s reputation, revenue and retention, dig in to our H.A.L.O. business system a little deeper. Our one-sheet offers more details.