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Dennis Thorgesen
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Dennis Thorgesen   My Press Releases

Building a brand; keeping it real

Published on 7/12/2013
For additional information  Click Here

Keeping it real

What does keeping it real mean when you are building a brand? The business owner’s ethics are part of every brand or should be. A business owner’s ethics in most cases is part of the business plan. This is whether you are going to have employees or not. 

For the example today

We are going to use a restaurant and motel I managed in my early twenties. The first is a business I managed instead of owning. This is from an ethical value standpoint.

Never ask people to do what you will not do yourself

When I was in my early twenties, I was in a motorcycle accident. While I was recovering, friends and family talked into managing a restaurant. All of the people involved knew I had the necessary skills to do every job required to run a restaurant. I was not above anyone, if a floor needed mopped I would pick up a mop and do it.


Everyone is better at one thing than another is. As manager, it was my job to have the right people in the right jobs. Choices were made based on a happiness factor. The jobs no one was happy in were shared.

If you allow people to do what makes them happiest they are going to perform better than if they are doing something they do not like.

One of my pet peeves

What I told all the people who worked there is; think of every customer as if it was you sitting in the seat. How would you want to be treated? Would you like sitting at a dirty table waiting it to be cleared? How long do you want to wait for your meal? Would you like to be ignored while you are waiting? If you do not provide customer service why should people return?

If for any reason, you cannot deliver

Everyone was told if things get hectic ask for help. There was only one time when the entire crew were working, that evening was the only time everyone became stressed. That night every favor, which could be called in, was. I actually managed to get two more experienced people, who had not worked there, on the floor.

Keep critics happy

Part of the employee working with the customer’s job was to hand them a survey to fill out. For the few who were dissatisfied and lived locally we actually gave them a gift card to eat at the competitors. The majority became repeat customers for us.

When in Rome

When I took over management, we were open 7 days a week. Within two weeks, we were closed on Sunday. In the town the restaurant was in, we had been the only one open. Once we started closing on Sunday with everyone going to the church of his or her choice business more than tripled the rest of the time.


As you are building your brand, you are going to find those who deal with you are going to base any return, on your ethics. Have good ethics and make sure you are keeping it real. 

© July 12, 2013 6:45 PM CDT Dennis Thorgesen for Lisech eMarketing, All rights reserved.

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