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A brand is a lot like beauty – if it is only “skin deep” it is not valued for long. Real beauty comes from within and shines out.
The most powerful brands reflect and convey deeply held beliefs and values of the organization. Apple, Nike, and Target are three examples of brands that convey a clear message that permeates the organization and its stakeholders.
However, we often assume a brand is something that is created from the outside. We think it is the advertising agency or creative who finds the slogan, the icon, the magic words. This approach can work for a product brand, but all too often it is insufficient for an organization’s brand. It can be too superficial and produce a result that is skin deep and temporary.
When an organization is clear on its core essence, a powerful brand identity can be articulated and conveyed in graphics, slogans and actions. The core essence comes from a shared understanding of the values of the organization, the promise of the organization (what it delivers, to whom) and the vision for the organization’s future. Effective marketing and branding campaigns begin with this deep shared understanding.
In the midst of the gargantuan changes taking place, knowing your core essence is more important than ever. Recently, we’ve been working with our clients to help them discover or re-discover this and articulate their brand identity. We go through a process that results in a wonderful sense of inspiration and enthusiasm. Just like beauty: when you find your inner beauty, you feel great about yourself.
One of the questions that we use to help our clients get to the core essence of their business or organization has to do with early decisions:
What made you decide to get into this business? What did you promise yourself you would do? How did that promise inspire you and give you energy?
Reflecting on this myself, I remembered my own commitment. In my very early 20s, I realized that I love to shine a light on the great work that others were doing, helping them connect with an audience and be recognized for their work. Over the years, the “light” I shine has become more complex with strategies and various communication tools. But the bottom line remains: I am inspired when I can help my clients be recognized and acknowledged.
For organizations with many employees (all individuals with their own early promises), the core essence comes from the shared sense of their powerful individual commitments. Getting to a shared understanding is a great process and is an essential part of the puzzle to identifying the core essence for the organization. It is vital to an effective branding and marketing strategy.
I titled this blurb “Part 1”, as over the next few months, I will share some of the other questions that I use to help our clients get to core essence of a business. This is part of my work to define the process for a more technical white paper. Please let me know your experiences and thoughts, either on our marketing water cooler blog or in an email or call. Your reflections are helpful and very welcome.
Focus on what’s working! Stay true to your core!
Best wishes,
Judy