AND SOMETIMES THE ANSWERS ARE A PLEASANT SURPRISE
A common mistake is for a company to think they own their brand. Most management books will tell you that’s wrong. A brand isn’t the sum of the logo, the company colour scheme, its mission statement or value proposition. A brand is something that lives in the mind of its audience… its customers.
With that in mind, from time-to-time we ask our members — the professionals who teach for us, and the folks they teach — to reinforce what RAID represents to them. What we tell ourselves, the ‘water cooler talk,’ around the office, is that RAID is about safety. And of course it is, but the answers we get from the people in the outside community are a little different.
To them RAID stands for competence because that’s what we teach; sincerity because that’s how our instruction comes across to them; integrity and consistency because both those character traits are part of our training philosophy. They also talk about reliability because they’ve learned to trust RAID pros to know their stuff and get the right message across during EVERY RAID course.
All this is really encouraging. But what tops it all, they tell us the most important thing is trust. They trust RAID because it’s fair, it’s safe, it’s inclusive, and it’s real.
We don’t like to boast, but that made our day.
