In today's fast-paced world, where businesses often chase short-term gains, the concept of leaving a lasting legacy can seem elusive, more so in a distribution-led organisation.
Yet, the most successful enterprises are those that not only thrive in the present but also create a meaningful impact that resonates for generations.
Here are five essential components of building a brand that can stand the test of time.
1. Build a business based on trust
Trust is the cornerstone of any enduring business. It's the intangible quality that keeps customers returning and employees committed. To build a business rooted in trust, transparency and integrity must guide every decision. This means being honest about your capabilities, delivering on promises, and owning up to mistakes. Establishing a culture of trust requires consistent communication and actions that align with your company's values. By fostering trust, your business not only attracts loyal customers but also creates a positive reputation that will last.
2. Let everyone have a voice
A legacy is not built by one person alone; it requires the collective input of everyone in the organisation. By encouraging open dialogue and ensuring that every employee feels heard, you create a culture of inclusivity and innovation. When people know their opinions matter, they are more likely to contribute ideas and solutions that drive the business forward. This inclusive environment fosters a sense of ownership and pride among employees, which is crucial for sustaining long-term success. Remember, the most transformative ideas often come from unexpected places, and it’s a privilege to see your employees grow within a supportive structure that nurtures self-development and builds confidence.
3. Promote employee wellbeing
A business is only as strong as its people. Prioritising employee wellbeing, especially mental health, is not just a moral obligation—it's a strategic advantage. Providing resources for mental health support, promoting work-life balance, and creating a supportive workplace culture are essential steps. When employees feel valued, they are more productive, creative, and committed to a company's goals. Moreover, a focus on wellbeing helps reduce turnover and attracts top talent, ensuring that your business remains robust and resilient over time. Consider the job at hand and whether support is needed to manage this.
For example, at Metropolitan, many of our client interactions are during difficult times such as claiming on a funeral policy. Our employees have a responsibility to bring comfort and relief to our clients, but the circumstances can be emotionally taxing. Worse so if clients don’t keep up their policies, meaning it’s about finding a delicate balance in how we best serve them. We always want to keep our promise and it’s important for our staff to be mentally strong in how they manage this, which is also why their care and wellness is such a top priority.
4. Create a brand purpose that your employees can connect to
A brand purpose is the north star that guides your business decisions and strategies. It defines why your company exists beyond making a profit and inspires employees to find meaning in their work. A compelling brand purpose resonates with employees, helping them see how their daily tasks contribute to a greater mission. This connection fosters loyalty and motivation, driving employees to go above and beyond in their roles. As a result, your business not only achieves its objectives but also leaves a lasting impact on society.
An internal survey was conducted at Metropolitan to gauge how connected our employees felt, and the results were a testament to how much more fulfilling a job can be if employee values align to business values. For example, the way clients are treated, especially during times of need.
5. Create a business that attracts legacy clients
Building a lasting legacy requires cultivating relationships with clients who are committed to the journey with you. Legacy clients are those who recognise the value of your service and are willing to grow alongside your business. To attract and retain such clients, focus on delivering consistent, high-quality service while also remaining adaptable to evolving needs. Regularly solicit feedback and be willing to innovate and improve the client experience. By doing so, you ensure that your business remains relevant and indispensable, solidifying its place in the market for years to come.
By nurturing long-term client and employee relationships, one can lay the foundation for a legacy that will inspire future generations. Remember, the true measure of a business's success is not just in its financial achievements, but in the lasting influence it leaves on the world.
Japie Mostert has worked at Metropolitan Life for 30 years. Metropolitan started 126 years ago.