Branding is Character. What Does Your Character Show?

Stuff happens.

So does branding. This is true whether you call it "branding" or not. As it turns out, branding has less to do with cutesy creative and clever themes than it has to do with your ability to consistently keep promises of your company -- to build your company's reputation as a firm of good character.

Not all promises are created equal, and all people do not assign equal value to all promises. This is why it is so difficult -- and increasingly useless -- to build a brand that pleases all people, all of the time.

Before all else, know who you are and what you stand for. Only then can you focus on making extraordinary promises to an audience that places a high value on those promises -- and then over-deliver. - Cam Beck

Comments

[rich]

Individual employees typically experience the Mission of branding more as an aspect of culture and shared pride than an actionable statement.

The key is to ensure that the way employees are treated and managed is consistent with the professed values and goals of the organization, lest it lead to disillusionment and cynicism.

this will be last comment on your stuff for the day (but you have good stuff).

man. if you want to get me on some rants lets talk about the bastardization of "brand" and "branding". i agree on character. i have a downloadable pdf on my site:

http://brucemctague.com/wp-content/uploads/2010/01/Building-a-Brand-Personality.pdf

i think i have a bunch of posts picking away at the edges of branding. i also agree with the one comment and, yeah, i do have a post on organizational alignment (i think its under running a business part 2).

i will be coming back to your site. good stuff.
bruce
http://brucemctague.com