Organizations Are Entitled to Formulating and Controlling Their Brands as They May Deem Fit

By Mwangi Wanjumbi – Newtimes B. S. CEO & Chief Consultant/Trainer

This week presented very interesting observations on organizational culture. As our daughter who studies at Strathmore University joined us, on her way to school one morning, I wondered aloud whether she will actually be allowed in class. Sure enough, she was asked to go and change even before entering the school compound.

Strathmore University strictly maintains a documented dress code, which must be adhered to by all the stakeholders, irrespective of age or gender. In the same week, I coincidentally met an organizational CEO who raised the issue of employee dress code. He had at one time been incensed by employees with unkempt beards and dread locked hair styles. This became a major concern to other employees and customers too. An organizational policy was formulated, which put the matter of seemingly undesirable habits to rest.

At the national scene, a storm prompted by some girls from Rwathia Girls Secondary School in the county of Muranga, is currently brewing. The girls are tired of wearing long skirts as prescribed by the school. They have even engaged the school administration, resulting to strikes as they press their case. Ironically, they have been supported by none other than Hon Mutula Kilonzo, the Education Minister.

In a published article of 2008, I had highlighted a case of a lady bank manager who had been infuriated by her defiant lady cashier.  The latter had formed the habit of dancing to the tunes emanating from an ipod, extended to her ears through earphones. Customers were not excited by a cashier, who was enjoying herself dancing, but at the wrong place and time, therefore leading to the manager’s frustrations.

Sometimes in 2009, Kenya Television Network shied from awarding a job to a dread lock hair cradled gentleman, who had also excelled in the presenter program. The same was a contest that aimed to identify broadcast oriented talent. It is not clear whether the gentleman finally landed a job in the media, his dress code not withstanding.

But, you may have like me also have noticed some recent changes in the various media broadcasts. Some religious oriented programs are broadcasted in a number of stations at around mid-day on Sundays. Until recently, they were coincidentally anchored by hugely dread locked presenters. The situation has however changed.

Now, you only notice some decent short haired presenters on your screen. Incidentally, even news gathering TV journalists are now increasingly clad in formal suits and ties. This is quite some change indeed, compared to the past.

In most organizations, formal dress code is preferred though there is a tendency towards dressing down on Fridays. In some organizations, the same is controlled through prescribing corporate branded shirts, T-shirts, blouses and even skirts for the ladies. These seem to be good developments indeed.

When dressing down was introduced, I one time visited my bank on a Friday. The cashier who served me was clad in a red Masai Shuka and had a huge rungu placed on his right hand side, as he served all of us. Undoubtedly, nobody could have related this cashier with the bank had he been asked to attend errands that involved mingling with customers.

Ideally, the organization is a person just like you and me, as I will keep insisting. The only difference is that our life is natural, whereas that of organizations is given unto them by the statutes. It is us who behave and act on behalf of organizations. Negative employee behaviors reflect negatively on the organizational brand.

Naturally, dress codes are subject to this observation as well.  It is therefore upon organizational leadership to determine how they would want their brand to be perceived by the customers, the public and other stakeholders. It is misinformed to allow the organizational brand anywhere to be at the mercy of social cultural evolution, which is generally controlled by the TV, Radio, Social Media and general mob psychology.

During one in-house training program, which involved holistic employee re-branding training, a team was at pains complaining how the employer peeps into their privacy. They were particularly uneasy with disciplinary measures meted on one, who had the tendency of spending time in the care of police. He was either seeping frothy waters to the extent of becoming disorderly, or doing the same after hours.

Was work suffering? No because it was happening during weekends. But, was organizational reputation at stake? Certainly yes, therefore having the matter settled amicably with the earlier disheartened team. Incidentally, you have heard it argued that the judicially succumbed to CJ Mutunga’s ear stud, whose debate had ranged before and even after his appointment.

The point is, until one is a super brand and therefore unmatched by many, like the CJ seems to be, there is no chance of imposing personal brand on organizations. The simple question to ask may seemingly be; who needs the other more? Therefore who conforms?

More importantly, organizational culture is  fundamentally a function  of (organizational) leadership. It is about leadership values and character. Thus, it is certainly difficult  for anyone to communicate  or inculcate what he /she does not have . As an organizational culture change expert, my heart goes to these organizations like Strathmore University and others, which persistently safeguard their culture despite continually stubborn influences from the social cultural dynamics. Undoubtedly, they are living the future even as at today.

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