Today we’re looking at how teams of people can come together and integrate difference without losing it. As a result, they can create great power with and for each other, not over each other. Here are two good examples.
Last week a committed bunch of football supporters got together at a fund raising event to raise £10,000 for their club. The club will use this money to help fund a loan player for the squad until the end of the season. The group of supporters are known as the Tranmere and Wirral Football Supporters’ Trust, the football club is Tranmere Rovers. The event was promoted on national radio by the trust and club together, it was featured on the club’s official website and doubtless elsewhere locally too. The supporters trust succeeded and hit their fundraising goal. This interested me for three reasons:
1 – It’s unusual, and impressive, to see a football supporters trust working closely with the club they support. Too often these trusts are viewed as an unnecessary irritant by the club, and I know this has been the case in the past in this example. Now, differences have been overcome, and clearly everyone is working together for a common aim.
2 – This shows how powerfully people can unite in support of a cause, or brand, they believe in. The people who supported this fund raiser have lots of differences. Where they live, how they work, what they look like, religious beliefs will doubtless be just a few differences. Yet they’ve integrated those differences and come together to show visible leadership in support of something important to them.
3 – This proves that persistence pays off. As a lifelong Tranmere Rovers supporter and former member of the Trust I’m personally delighted to see that.
I had a chat with Brad Jennings this week. Brad’s an interesting guy, currently working with Vodafone. He focuses on the power of communication to create a branded employee experience which in turn will create a branded customer experience.
Brad spoke about the excitement that can be generated in large organisations around bringing the spirit of the brand to life. He spoke passionately (well what did you expect?) about:
How powerful it is when people come together in support of the brand they work for and believe in. The people who work in Vodafone have lots of differences both individual and the role they play within the organisation, so the goal is to merge those differences and bring people together to support something important to everyone.
Each employee loves the brand in their own individual way, so why not release that spirit and encourage employees to be brand advocates not brand clones.
Brad’s approach is about energy and passion to ignite the brand by integrating the difference without losing the difference. That’s powerful.
One thought on “Team Work”
What a fantastic example of customers (supporters) engaging directly with employees (players) – not sure I have seen this interaction in quite such demonstrable circumstances.
It is great to see a company that is able to balance the success of its brand whilst remaining in touch with its purpose – a focal point to the community in which it serves.