I’d like to talk about Branding. Not to discuss how to get your brand known, create brand recognition, nor how branding is supported through marketing or advertising. This instead, is the description of the “Natural Brand”.
Business success – lasting, enjoyable, and profitable success – comes from a business or organization knowing who it is, what it is committed to, and what it does best. Business leaders could be tremendously well served by examining this, both personally and organizationally. Ask: What are you passionate about, and what are you great at?
“Branding” has value. But lasting value comes from identifying one’s own “natural brand”. Identify the things you are most passionate about and greatest at, and keep your focus on doing those things. Know yourself and “to thine own self be true.” Let the brand come forth from who you are, and you will likely live up to the expectations you create. Natural Brand is an expression of values. Real Values.
Many companies have a great “Statement of Values”. For example, Enron had the following engraved in stone in their main lobby: “Integrity • Communication • Respect • Excellence.”
But, I am not referring to value statements; I am referring to real values. If you want to see the values of a business, look at their practices, e.g. how they approach their clients, their challenges, their decision making processes, etc. Real values are always realized; in existence, in the present tense.
I highly recommend that people who are interested in long term success read the book Good to Great, by Jim Collins. In it, the discussion of knowing who you are and what you are committed to is discussed with examples of some very successful organizations, world leaders in their time. And if any of you ever want to speak about how to apply these principals to make your business more successful, I would be happy to discuss it with you.
It is my belief that people who love what they do, and do it well, can be well compensated for their work. Further, I suggest that being well compensated for doing what one loves to do and does well is simple to create.