Ep #22: Company Culture: Brand Promises: Part 2

In this episode, Dr. Nick & Dr. Nicole expand upon their previous episode about company culture. The two cover why brand promises are important and how they feed into your company’s mission statement.

Resources:
The next episode on company culture will be released in June, please stay tuned!

“It doesn’t feel good when you’re promising them the world and you know you can’t deliver on it.”
-Dr. Nicole

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Noteworthy Time Stamps:

2:30 What is your guarantee?

3:43 Dr. Nick’s new client example

6:45 Mini rant on medicine

10:56 Brand values support your WHY

LISTEN TO THE FULL EPISODE

Dr. Nicole:

This is the Integrative Entrepreneur podcast, where it’s not what you do, but how you do it. This is a podcast for entrepreneurs brought to you by entrepreneurs. We have been building a multi-million dollar healthcare business for over 10 years, and we have weaved together some of the best information for the people that are doing the best work in the business. This includes Dr. Demartini, who is a master in human behavior to Verne Harnish, who has created the methodologies of scaling up that has scaled many, many of the best businesses that we all know of. We want you to not only have a business that you love, but also a life that you love.

Welcome back. So we are at part two of what the heck is company culture anyway? So our last episode, we dove into personal core values and core values of your company and how it really, really shapes the culture of your entire company. And just to be clear, when we’re talking about culture, we’re not necessarily just talking about your culture inside of your four walls that has to do with how your team is showing up and interacting with each other. Your culture also trickles into your customer experience. And this is one of the reasons why it’s so important to have this foundation of what is your why, what is your mission and what are the values that your company stands for? But one piece that we didn’t talk about in the last episode, is brand promises. And this was hard, when we were working through this exercise with the scaling up methodology, because … and the first thing that comes to mind when you’re in a healthcare business is, and really even a coaching business is, you can’t guarantee results.

And it’s actually a liability in medical to guarantee results, because everyone is different. And you have to take into consideration everybody’s biological imprint. And the same thing really goes for coaching because it’s really not a matter of how great you are as a coach. It’s also a matter of does the person implement it. But there are definitely ways that you can decipher, what is your guarantee? What is something that you will make sure to provide for every customer that either embarks on your service, your program, or buys your product. And there’s really … this is not as black and white as some people may think, but it’s also getting into your brand promise guarantee, which are all things that you work through in the scaling up methodology. And it’s really to understand how are you guaranteeing that you are upholding those brand promises.

Dr. Nick:

You went over an amazing amount of points there. I’m not sure exactly where I want to start, but I’d say out of all of that is, every single one of those things does go back and is a part of growing your culture. It’s not just about growing your internal team culture, but like you said, being able to provide a promise to your customers, which is. relates back to your culture-

Dr. Nicole:

It’s like building your tribe.

Dr. Nick:

Your brand experience as well. One of the things when we look at that is, I guess for me, when I hear a brand promise and kind of comes back to with IWG last week, a new client that we had, and kind of like most people that we see they’ve been through the ringer, but she goes, “right when I looked on your website, I knew that I was … you were the doctor for me because the very first thing was, you don’t guess, you test.” And she goes, “every other doctor has just been guessing” and she’s like, “it’s been a nightmare.” And that was the promise.

Dr. Nicole:

Don’t even get me started on that? If you want to hear about that topic, head over to integrative wellness radio, our other podcast.

Dr. Nick:

She rages a little more. Not much, but a little more.

Dr. Nicole:

The medical system is broken and I’m not bashful about talking about it anymore. Anyway, continue.

Dr. Nick:

Strong truth. I don’t even know what the hell I’m talking about right now.

Dr. Nicole:

All right. We’ll circle back. So the reason why Nick is bringing up, we don’t guess we test, is because that is one of our brand promises. So like I said, when we were going through this exercise, it was really tough because when I was working through the book by Verne Harnish with scaling up, because I am the lunatic who implemented all of scaling up on my own, hence why I’m now a coach, primarily because all scaling up coaches said that is impossible and you’ve done the impossible, so you should be a coach. But even too, going through my certification, I was working with some mentors, as you go through the certification and they provide a lot of examples. And the examples that were provided were very … they were product based businesses, and they were showing that, okay, one of the brand promises is that, we will pick up the phone within three rings.

And that was their way of guaranteeing that someone will be heard. Someone will get the best customer service. And someone will have their problem troubleshooted immediately. That can sound so silly, but in some businesses that’s a make or break. And so there was a business and it was, make sure that you have the phone answered within three rings. And then the way that they guaranteed that, was in their office with a variety of cubicles that had all of their individuals answering the phones is they actually had a red light that, like a siren light that would go off on the second ring, kind of warning them to make sure to pick up by that third ring. And I was thinking of that example. I’m like, you know how … I don’t really know … I guess that could apply to us, but I don’t know, is that really it for us? Is that really the most important thing that we need to guarantee to our client? And, it was really just kind of sitting back and reflecting on it.

And this is good insight for those of you that want to get into this methodology. And even if we are working together in the Growth Institute is, sometimes it’s not going to be in your face immediately. And sometimes you have to give it a little bit of time for it to show itself. And, we are on repeat on how we don’t guess, we test. And we think that that is one of the most important things for evolving healthcare, because all of you may think that your medical care is objective and research driven and evidence-based, but I’m sorry to tell you, that most of it is subjective opinion based, based off of the one other person that got results with the drug or the very biased research that was driven for profit.

Dr. Nick:

So head on over, if you want to hear more of her rant, on BG radio, but when you look at brand promises, it’s a big part of creating that connection with the culture. So it’s like the foundational aspect of gaining someone’s trust. And as somebody trusts you, they want to be part of your team, your tribe, your culture. So understanding that foundation, a lot of brand promises need to be really geared to bring out your uniqueness. One of the things that’s very unique to IWG-

Dr. Nicole:

And connect to your why.

Dr. Nick:

Yup. So it connects to your why. They’re bought into your mission. They want to be a part of that coming from their pain points. But then they’re also very connected and gaining that trust right off of the promise. In our relationship, this is where we’re going to start. This is what I promise to you.

Dr. Nicole:

I also feel like these things can seem like, oh gosh, well I have real work to do, but I can’t tell you how significant it is, in a couple of realms, but how it makes doing business feel really good. And it almost makes the sales process feel really good because at the end of the day, we all have to sell ourselves in order to get clients to take action. But when you know what you stand for and you know what you’re going to offer and how you’re going to uphold, being the best in your industry, it feels really good going through that sale. And it doesn’t feel good going through that sale when you’re promising the world and you know the company can’t deliver on it. And another thing, too, is because in our brick and mortar practice that we’re dealing, from a doctor patient perspective is, you have individuals that are not used to spending money on their healthcare.

They’re used to going through an insurance model and they’re used to paying a copay so on and so forth. Unfortunately, in the integrative medicine space, that’s not reality. We would only be able to spend 10 to 15 minutes with a client and have that covered by insurance. So we really had to be outside of that model to give the care that we knew was necessary, especially for people that are dealing with chronic illness or mystery illness. So when it comes to working through and explaining to them, okay, this is what we need to do in order to get you better. And here’s the price that comes along with that, is being able to circle it back and not have it be so focused on that, that money exchange. But here, here’s a couple of things that I want you to understand as you would go through this process is, number one is we’re not going to just tell you, okay, if you’re not feeling well, just deal with it because you know, you’ll eventually you’ll get over it.

It’s like, no, if something’s popping up, our programs are actually designed to infiltrate testing points to make sure that we constantly know where your body is at. And the other thing is, is we always do what’s best for the client, but we never give up. And our programs are actually designed to have consistent support. And that support is through a virtual portal. That support is also through our health coaches, our nutritionist, and our practitioners assistance. So you have various touch points on a week to week basis to constantly be in the know of what’s going on, get your questions answered, and also have an opportunity to pivot or troubleshoot when things aren’t going as planned.

And that is our brand promise guarantee. So again, this is very unconventional from some of the examples that are given through the scaling up book and a variety of their other materials, but you have to be able to know what is it for you? And this was something that we were doing, and we just didn’t even realize how important it was, and how different it made us, and how it’s supported our why and our mission to evolve healthcare.

Dr. Nick:

You said it. It allows, when you set these systems up, it’s like, you look at it as an individual thing. And you’re like, I can spend my time so much better than putting the folks on a brand promise right now. But as you understand, as you put each one of these things that we’re talking about through all the podcasts, as you put them together, they all work as a team to be able to pretty much use the foundation before to compound off of that. So like really what you were saying is, this does a lot of the sales by itself. You know, it’s like when you look at people’s brand promises, you look at the brand promises, you just laid out there is, it touches on most of the pain points people have in the healthcare industry. And we’re saying like, we’re different.

This is our promise that we will be able to provide to you. You know, we can’t do a guarantee on an aspect of healing or treatments or this and that everybody’s built completely differently, but this is what we can promise. And what we can promise is actually going to take care of a lot of your previous pain points. So a lot of your brand promises are already setting the foundation of when they go onto your website, when they call, when they do these things, they’re already bought in. It’s just about you kind of increasing any more clarity that’s needed to be able to make that transaction to occur.

Dr. Nicole:

Yeah. And it’s interesting, just even piggybacking off of what you’re saying, that you can quote unquote, say you have real work to do. And that real work is following up with the client. That real work is running some type of marketing campaign to get more clients. It’s to make sure that the sales team has a variety of strategy calls or leads or lead generation so on and so forth. But all of that shit doesn’t matter if you are not clear on your messaging and your communication of who you are, what do you stand for? Why are you different? And why should they work with you? So you’re probably just spinning your wheels, wasting a lot of time, wasting a lot of resources and frustrated.

Dr. Nick:

Yeah. And it’s one of my favorite definitions, insanity. You’re doing the same thing. You’re just going to get more of the same thing.

Dr. Nicole:

Exactly. So with that being said, again, these exercises through scaling up are not the easiest to implement on your own. They take time. They take probing better questions. And that’s really Dr. Nixon and I’s expertise, is probing questions that you are not thinking about, but getting, getting super, super, super clear on who you are and what is your company offering to the world, because that’s what brings so much meaning and authenticity to your messaging.

And like Dr. Nick said, is someone’s coming to your website. And ideally they’re walking away feeling like they already know, like, and trust you. And that’s huge. But that’s not because we have the best web designer on the planet. It’s because we infiltrated our messaging and our core values and our brand promises into the website. And we reiterated those things over and over again. And it’s really important to make sure that you’re considering that so that you’re not spending a hundred thousand dollars on a brand new website that looks really pretty, but it doesn’t connect with people.

Dr. Nick:

Or, like our past history has been $20,000. And then right when it gets finished, we never go live because we changed everything.

Dr. Nicole:

Yeah. That’s, that’s a different [inaudible 00:14:03].

Dr. Nick:

That one hurt a little bit.

Dr. Nicole:

That’s when you’re not clear and you are just acting out of impulse. That’s a different podcast.

Dr. Nick:

So learn from our mistakes.

Dr. Nicole:

Oh yes. My dears.

Dr. Nick:

But I mean, that’s literally, that is a big part of it because we didn’t have all this knowledge to be able to set every single foundational piece together.

Dr. Nicole:

We were trying to mimic. I remember being like, ooh, I like this brand or, ooh, this person’s doing a really good job. Ooh, that looks nice. And you lose track of who you are. You lose track of who you are. You start playing the comparison game. I wasn’t playing a comparison game in a negative way. I was just more so not sitting down and getting clear on who the hell we were. Who were we truly? How did we want to show up? What was our message? Like, how do we want to stand out? And it was always just like, oh, well, this person is doing a great job. I like this person’s copy. I like this, this, this, and then you hodgepodge it together and you have no sense of identity.

Dr. Nick:

No, I mean, that wasn’t a bad thing necessarily that it happened. I mean, for many different reasons, besides losing 20 K.

Dr. Nicole:

There was way more money than that, by the way. But we won’t even go there. There’s like seven websites that just crashed and burned.

Dr. Nick:

That was just one website. But when we take all of that understanding, it was, for us, it was our journey of obtaining that information. And once we had that more awareness, then we could make better decisions. Better decisions made not only to be able to reach, connect, and serve more people, but also save more money throughout that process. So that’s one of the, I think biggest things we have to give to people, and entrepreneurs going through this process is a streamlined effect. And really, now more than ever, utilizing just the scaling up methods with compounded by the human behavior to get that increased clarity of what’s really going to serve you as well as the clients and the be able to package that up appropriately. I wish we had that. It would have saved us a lot of time and money.

Dr. Nicole:

A hundred percent. Clarity is key and clarity is what’s going to dictate your vision. It’s going to dictate your long-term vision. And it’s going to really allow you to connect with your ideal customer even better, or even get clear on who your ideal customer is.

Dr. Nick:

And bringing it back to culture, it’s like, that’s the foundation for yourself, for your team to show up as every day. So once again, it’s like we have these objective really interactions to be able to work with. I was going to say goals, but it’s not really a goal. It’s just a standard of how you show up every single day. So if this is the promise, this is the boundary that you set up to be able to do, implement that standard. Then it’s black and white. You know, the team knows what we’re providing every single day and the level of it. So it’s pretty awesome how that just increases the culture and the teamwork, be able to work together towards a common goal.

Dr. Nicole:

A hundred percent. So for those of you loving the content here on the podcast, definitely give us a like, subscribe … but definitely take an opportunity to hop on a strategy call with us for the Growth Institute. Just learning a little bit more about how we’re taking our students through, because it is pretty unique. We are not necessarily creating this cookie cutter program that everybody gets the same content, but it’s really a matter of figuring out where are the biggest voids in your business, where are the breaks in the foundation, and being able to really focus in and hone in on those areas. And in one of our programs where you’re getting full access to Dr. Nick and I, we’re actually becoming a partner in your business. And we are literally working with the CEO, very hands-on, working with the leadership team, and providing combination of both coaching and consulting, which is actually going to be our next podcast, because there is a big discernment between coaching and consulting.

And there is a lot of individuals out there that are very uncomfortable with the idea of consulting. But because of the fact that we are entrepreneurs that have walked the walk. We’ve dealt with the pain points. We’ve worked through the obstacles, and we still implement all of these methodologies every single day by running both of our companies. We have the ability to provide that consulting and not just provide a level of mentorship that you have to come to that understanding or come to that decision on your own. So we find that it’s a really comfortable blend of the two. So check out our next episode, where we’re talking about coaching and consulting, the differences between the two, but how they actually can marry together really well.

Dr. Nick:

You’ve reached the end of another episode of the Integrative Entrepreneur podcast, connect with us at integrativegrowthinstitute.com. Don’t forget to sign up to our newsletter to receive our free materials. See you at the next episode.

Dr. Nicole:

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