• Who am I?
• What do I stand for?
• What differentiates me?
• What are the things I will not compromise that then will define my values?
• What is the word you want people to use to define you at the end of your career?
The reason I’m talking about this is because it was a great week last week, a Keynote at an emerging company on Monday in New Jersey, and 3 breakout sessions at a worldwide conference in Las Vegas for NAPA Auto parts. It is always an honor and privilege to speak at these events and now I want to share with you the answer to this question I was asked the most: How do I identify my brand?
These 5 questions are the tried and true method to define your brand.
What a Brand is Not: “A brand is not a logo. A brand is not an identity. A brand is not a product.”
What is a Brand: The Dictionary of Brand describes a brand as “a person’s perception of a product, service, experience, or organization.”
A brand is a known identity of a company in terms of what products and services they offer but also the essence of what the company stands for in terms of service and other emotional, non-tangible consumer concerns. For example, is the brand the most economical, does it stand for superior service, is it an environmentally responsible provider of a service or product. Each communication is deliberate in evoking emotion to the receiver to leave him/her with an essence of what the company or what a person stands for.
A brand promise is a value or experience a company’s customers can expect to receive every single time they interact with that company? The more a company can deliver on that promise, the stronger the brand value in the mind of customers and employees. At its core, your brand promise should define your entire business and should touch every aspect of your company. At its core it should be simple, credible, different, memorable, and inspirational.
Once you know your brand, it’s important to maintain it.
Never underestimate the power of your own image. Wherever your path takes you, know that your Brand and trustworthiness is your highest honor. For if you are a trusted leader, others will believe in your brand and your brand promise and will trust in you enough to follow you. That will be your legacy, your personal brand and promise. As a person your core beliefs and your brand are not what you would like them to be, but rather what lives and breathes in you as a person. The good news is that you will have many opportunities in a career and in life to demonstrate these
values and your brand, but only one chance to get it right each time.
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