Why would a company concern themselves with branding? In this new rapid fire hypercompetitive age one has to stand out. Branding isn’t an intangible. Branding is personal. Selling the sizzle not the steak. An experience. Such as customer experience rather than customer service.
It’s that simple — and that hard. And that inescapable.
Branding isn’t working for a pay check. Branding is a driven pursuit for excellence. Not a rational attempt to market. It is experimenting, innovating.
You brand to become the David facing Goliath. For every large company was once a small company. They became large by thinking bigger.
If you want to create your own equivalent of Nike and Under Armour, and GoPro you’ll have to be irrationally passionate. Three companies that began from the trunk of the founder’s car.
The great news is regardless of the size of your company with the internet everyone can find a way to stand out. You can be as assertive as your passion will take you. Which, is quite a long way.
You want you and your firm to be remarkable. Remarkable means worth talking about.
That is what you want for yourself, your company and every employee.
Sounds like a heavy burden doesn’t it? In a world where speed and innovation with obsessively great customer service are the new currency everyone is on 24/7. That is how you stand out.
The good news — and it is largely good news — is that everyone has a chance to stand out. Everyone has a chance to learn, improve, and build up their skills. Everyone has a chance to be a brand worthy of remark.
Do you deliver your work when promised?
Do you keep your word to your employees and customers?
Do you over promise and over deliver?
Do you solve the headaches of your customers and employees?
Do you complete your projects on budget and on time?
Do you ignore the arrogance of titles?
Do you empower your people to make decisions?
Do you raise standards so everyone know what excellence is?
Do you and your team do things every day you can brag about?
Are you passionate about excellence?
Are you driven without being rude?
Do you build an organization of trust over compliance?
In an Inc Magazine article Bert Jacobs writes of how he and his took simple steps to reimagine their company.
Selling optimism is timeless, and our business remains strong. But as happens with many mature brands, our core customers have aged. We love these folks and have no intention of turning away from them. But we also need to attract new, younger customers. To broaden our reach we must deliver our message in new ways while remaining authentically Life Is Good to the faithful. How would we do that? The answer hit us like a screaming guitar. We would go back to where we came from..[…]
Andrew Goldberg in Fast Company provides why and how branding can be done effectively. Here are few tips you can readily implement in your next strategy/execution session:
Consider rewarding customers for their loyalty by making them an integral part of your 2.0 activities. Ask them what they value and what they think about your competitors. Make them a part of the solution.
Bad Ideas Are Pivotal
Established companies put a premium on good ideas and tend to penalize bad ones. But often, it takes at least 10 bad ideas to discover a good idea and 10 good ideas to land on a great one.
Remember How Important Fail Forward Faster Is.
Here is more on my take concerning branding. It is you! Everyone. A standard of excellence not good enough.
Do you visit customers often just to see how you can make things better?
Are you building a company your employees can boast about to their friends?
Is your company so well branded, so dang great there is line of people who want to work for you?
Are your employees so excited about your company you can’t get them to leave?
Do you use influence or power?
This is just a start. As a footnote here in Colorado Springs, CO it is 3 a.m. I work long hours in my consulting business because even after all these years I am passionate about it. You are the brand!
Make it excellent. Today be the David. Not Goliath. Give your competitors a reason to squirm. I’m here if you need me. Jim
Jim Woods is a competitive strategy and performance coach and founder of InnoThink Group a management consulting firm located in Colorado Springs, CO. where he serves as president. His firm contracts with experienced consultants from firms such as Bain, Accenture and Mckinsey.
Jim has worked with Fortune 500 firms, US military and non-profits. He brings a unique background of business, interpersonal skills, experience, to each of his consulting, speaking and coaching engagements. He is a sought after speaker on strategic leaders, competitive strategy, innovation, team building, employee engagement and uncertainty. To contact Jim for an engagement contact him at his website. Click here.