By Priscilla Kohl, HRTools Business Writer
What do the words “brand” and “trust” mean to you? Some say that a brand is a promise; others say that a brand is an image. Whatever definition or phrase comes to mind, building a brand is not a destination or an event; it is an ongoing journey.
On this journey, a business must take along its employees as well. Employees are the ones to make it happen. In order to do that, they first have to trust you and buy into your brand. To trust you, they must also feel that you are looking out for their health and safety, as well as for your customers’ health and safety. So to be successful, a business takes its employees, and the health and safety of everyone concerned, on this journey to build a trusted brand.
Consumers and investors today are looking for the business that cares, the business they can trust. Marketing researchers and advertisers tell us that buying is mostly an emotional decision. If buyers or investors feel as though they cannot trust a business, they are unlikely to purchase or invest in their products or services.
How does trust impact the bottom line and a brand image?
Trust, health and safety: They are not meant to come and go. Especially in stormy times like these, consumers and investors will first seek out what is safe and trusted.
As they say, “Trust has to be earned.” In the business world, trust has to be earned every day. One misdeed or a lapse in judgment can often undo months or years of hard-earned trust, sometimes even to the point of taking down a business.
So, an ideal business brand stirs up feelings of trust, health and safety; and in many people’s eyes, these concepts go hand in hand. Business campaigns begin and end. In contrast, a business brand based on trust, and centered on health and safety, has a long shelf life.
The “Made in China” brand is getting battered by health and safety concerns.
Even an entire country with millions of people depending on it can suffer costly and long-term damage to its brand or image. In recent years, we’ve seen the reputation of China tarnished by numerous health and safety scandals. In a Dec. 2008 Reuter’s news story, a reporter described how the “Made in China” label [brand] has been battered by product scandals.
Albeit some brands are so ingrained in our culture, even highly publicized safety and health mishaps can occur without taking them under. For instance, some may remember the “McDonald’s coffee case” when the customer was burned by scalding hot coffee. Many people grew up with McDonald’s and this brand enjoys a loyal following consisting of multiple generations. While some consumers may choose to get their cup of coffee elsewhere, this franchise brand is found around the world, and it is hard to imagine the planet Earth with no McDonald’s.
Even so, they are mindful of and proactive about keeping their health and safety reputation as evidenced by this fact sheet on their Happy Meal toys. According to this statement, they oversee the manufacturing and assembling of these toys from start to finish. No doubt they could cut corners and get them manufactured much cheaper, if they chose to be less vigilant about the health and safety concerns of children.
Building a brand of trust, centered on health and safety, pays off. Employers who don’t, pay dearly.
According to the U.S. Department of Labor and OSHA, workplace injuries, fatalities and illnesses mount up to billions of dollars a year. It is also estimated that employers pay out close to $1 billion per week for workers’ compensation costs.
According to Karl Jacobsen, Senior Vice President of Liberty Mutual Group, “When senior management decision-makers learn that disabling work-related injuries cost this country nearly $50 billion in direct costs—or about $1 billion a week—it gets their attention." Especially in these tough economic times—when consumers and investors are scrutinizing which brands are trustworthy, reliable and predictable—it is vitally important that American businesses earn a reputation for ‘safety and health first.’
OSHA Provides Cost-Free Assistance to Small Businesses
OSHA provides free consultations for most small-business employers. This federal government agency will help employers identify workplace hazards and implement safety and health management systems.
According to OSHA:
“An increased understanding of workplace hazards and remedies will put small business managers in a better position to:
- Comply with federal and state safety and health requirements.
- Become more effective at their jobs. Management experts believe that the company with a well-managed safety and health system enjoys better overall management.
- Increase productivity rates and assure product quality.
An exemplary workplace safety and health management system is good business sense, that also makes financial sense, because it will allow a small business to:
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