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Dig a Deeper Well… How to Tap the Power of Your Brand Image
Many business owners sincerely believe they understand their
company brand. They can describe it, quantify it and explain its
place in the market. They can recount corporate history and
accomplishments and detail future plans and goals. These are all
necessary items for communicating a company's brand message, but
they are also the most superficial ones. These descriptive
attributes tell us about what the business does, but not who the
company is. The true power of a brand does not come from the
what, where, when and how. It comes from the "who" and "why."
Think about it for a minute. Almost every organization can
cite what they do, where their offices are located, when they started
and how they do what they do. It's the same in science and many other
fields. Experts explain how things work, but not why they work. The real
effort, the real sweat and tears, comes from digging deeper beneath the
surface and asking the tough questions . . . "Who are we as a company
and why do we do what we do?"
This exercise requires some honesty, reflection and soul
searching on the part of those in leadership. Perhaps that's why Henry
Ford said, "Thinking is the hardest work there is, which is probably the
reason why so few engage in it." This exercise may seem like splitting
hairs, but the results can be profound. The early owners of the railroad
industry deemed themselves invincible because they owned the railways.
They could describe their business in very specific terms, including the
miles of track, the number of boxcars, the annual revenues. But these
wealthy business owners eventually faltered because they never realized
who they were… providers of mobility. In this broader, more expansive
view, they would have naturally evolved their business into cars and
then planes. They would have known they provided freedom of movement to
people and products, and in that role they would have constantly
searched for more efficient ways to provide that service. Instead they
said they owned railroads – a shallow well.
If you can discover who you are as a company, and why you do
what you do, then you can transcend the ups and downs of the
marketplace. You can survive a drought. You will remain relevant and
avoid riding a trend into the ground. Apple has remained relevant
precisely because it did not cling to its initial identity as a computer
company. Apple saw that it could enhance people’s lifestyles digitally.
That opened the door to music, movies, editing, podcasting and a slew of
new opportunities. Compare that to Gateway Computers. What if Gateway
had seen itself as truly a “gateway”? Then perhaps they would have made
similar shifts in their business. Instead they are largely viewed as a
computer company. And when you become tied to a product vs. a concept,
you become a commodity. Can you say railroads?
Take a look at your company. Who are you? Why do you do what
you do? What is your real benefit to your customer? It's not in the
actual service or product you provide -- that is subject to constant
change. The truth of who you are and why you do what you do is much
deeper than that. When traced fully back, it will lead to an intangible
concept that can transcend concrete products and services. Take out your
mental shovel and spend a few days digging deeper. You may just discover
a fresh new source of ideas, inspiration and revenue.
Phil Davis President Tungsten Brilliant Brand Marketing
Phil’s life goal of “creating environments where people thrive” reflects
his desire to assist in personal, professional and business growth. Phil
founded and ran a full service ad agency for over 17 years and now works
full time as a business naming and branding consultant. Phil resides
with wife Michelle and four energetic offspring outside Asheville, North
Carolina
Phillip Davis may be contacted at
http://PureTungsten.com
http://PureTungsten.com or
mailto:Phil@PureTungsten.com
Phil@PureTungsten.com
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