By Sim Iang Boi In the process of corporate rebranding, the strict execution of policies is crucial for enhancing corporate image and market competitiveness. However, if employees fail to adhere to company policies—especially regarding clocking in, dress code, and punctuality—this can have significant negative effects on the company’s development and rebranding efforts.
1. Inconsistent Brand Image
One of the core elements of rebranding is to present a cohesive company image that conveys professionalism. When employees do not follow dress codes and behavioral norms, it can lead to negative perceptions from the public, questioning the company’s management capabilities and professionalism.
2. Lax Discipline Affects Efficiency
Poor execution of company policies, particularly regarding clocking in and punctuality, can result in a lax work attitude among employees, decreasing overall work efficiency and delaying project timelines. This not only undermines customer trust but also diminishes their willingness to collaborate with the company.
3. Damage to Team Morale and Cohesion
The lax enforcement of policies can lead to feelings of unfairness among employees who do comply with the rules, negatively impacting morale and reducing team collaboration and cohesion, which is detrimental to the development of a positive corporate culture.
4. Diminished Credibility of Management
If management does not enforce policies strictly, employees may perceive the leadership as lacking authority, leading to a dismissive attitude towards other regulations and company objectives. Strong leadership is necessary during rebranding, as any laxity can directly affect the effectiveness of the rebranding process.
5. Impact on Customer and Market Perception
During rebranding, a company aims to establish a new market image. If internal policies are weak, customers and the market may view the company as poorly managed, which can hinder market expansion and customer retention.
How to Address the Issue of Poor Policy Execution
1. Strengthen Policy Execution
During the rebranding process, the company must reiterate the importance of policies and implement clear measures to ensure all employees comply with basic regulations like clocking in, punctuality, and dress codes. Supervision and reward mechanisms can be utilized to ensure adherence.
Case Example:
The company introduced an electronic clock-in system, with monthly attendance evaluations and a strict penalty for lateness, while rewarding employees who adhered to the dress code. These measures significantly improved punctuality and adherence to dress standards.
2. Provide Training and Education
Employees should understand the significance of rebranding and how their behavior impacts the overall corporate image. Training can enhance employees’ recognition of company policies and their importance.
Case Example:
The company conducted rebranding training sessions, explaining the objectives of the rebranding and its long-term impact on the company. An suggestions box was established to encourage employee feedback and enhance their sense of involvement.
3. Management Leading by Example
Management must lead by example and strictly adhere to company policies, serving as role models for employees. This approach can reinforce the importance of policy adherence.
Case Example:
The CEO and management team consistently clock in on time and follow the dress code, publicly committing to addressing any violations to ensure fair enforcement of policies.
4. Establish Feedback Mechanisms and Flexibility
By implementing employee feedback mechanisms, the company can reasonably adjust certain policies to enhance their feasibility and employee satisfaction, making policies more humane.
Case Example:
Based on employee suggestions, the company allowed lighter attire during summer months and simplified certain dress code requirements. This adjustment not only maintained the brand image but also increased employee satisfaction and compliance with the rules.
Conclusion
The strict execution of company policies is vital for the success of rebranding efforts. By strengthening oversight and execution of policies, providing effective training and feedback mechanisms, and demonstrating commitment from management, a company can establish a cohesive and professional image during the rebranding process. This not only enhances market competitiveness but also lays a solid foundation for future growth.