At ChangeAgents get a lot of calls from Irish businesses "wanting a new brand."
What they actually mean is a new name, a new logo or a fresh coat of paint to spiffy up the "look & feel" of the company. Most people believe branding starts with the surface elements - snazzy business cards or a shiny new sign to hang above the door. They then wonder why after spending "all that money on marketing" they did not get a return and even worse people did not really care.
We love this quote from Charles Simpson:
"Internal integrity leads to external integration"
It captures the truth that all strong brands are built from the inside out. Starting to understand what makes you truly different..what your real ambitions & aspirations.. are before telling the rest of the world about it.
Leadership is about creating the future and no one does this better than Sir Richard Branson. He has a reputation for poking fun, mischievous behaviour, David versus Goliath situations, and owning lots of things that carry the Virgin branding.
With majority stakes in over 400 companies operating in different sectors he has developed "branding super-glue" that holds the Virgin ethos together across diverse markets, products and countries.
Branson is certainly not boring and his philosophy threads through all his endeavours: “I don’t think of work as work, and play as play. It’s all living.” Yet his organisation is rooted in a vision: “To be the people’s champion,” a mission: “To bust cartels and support the underdog,” and values: “Fun, entertainment, irrelevance and innovation.” So wherever Virgin is to be found, it is measured against these words or its “brand platform”.
Successful brands invest a huge amount of time clarifying and fine tuning what their brands stand for. It's not something that you can tick off as 'done' but requires ongoing and continuous improvement.
Would you like to discover what your brand stands for? Would you like to capture and articulate it in a way that truly matters to the right people?
At ChangeAgents we've developed a nifty Brand Tool that will give you a good start.
All you need is to carve out some time, fill out the blanks and then finesse the final result
Your company is__________(what & who you are)
that____________________(how you do it differently)
for_____________________(who are your customers & what do they need)
unlike__________________(your competitor alternatives)
because________________(why you do it, why it matters)
Believe us this is a challenging exercise to do on yourself - but once you've cracked it and written it down...it can help to drive how your brand excites & delights across every single touchpoint.
Good luck and let us know how you get on. We look forward to your comments...
Photo thanks to Virgin Galactic. For more click here http://www.virgingalactic.com/