As I/we have often written about, brand and branding is not what it used to be. It is no longer an external construct based on perception and image. It’s not about demographics, campaigns, ad spend.
So what is it?
We say that a brand is how other people experience what you believe.
This means that your brand must successfully and consistently do two things:
Love is the ultimate “bacon” aroma that a brand can generate. It literally means triggering oxytocin in the people that touch the brand. But it’s so much bigger than that. Love makes your brand un-copyable, unbreakable, timeless. Love turns your employees into ambassadors and your customers into your shareholders. Love makes your competitors shrink – or rise to the occasion. Love can’t be bought with Taco Tuesday’s nor with discounts. Love is earned through the daily habits of an organization – starting with its top leaders. One of these habits is self-care – leaders that invest in the holistic well-being of themselves and the people they lead.
Trust is what happens when you consistently emit love. Trust allows you to fail, make mistakes and otherwise be a human. Trust shows up in a thousand ways – from empowering your employees to truly help your customers to proactively listening to the needs of your customers. Trust means using branding and marketing language and tools that encourage, invite, inspire and saying no to manipulation, persuasion and saturation. Trust means building your brand as a word-of-mouth machine – knowing that the more trust you generate, the more your brand will grow. Trust means always seeing the humanity in your decisions.
My question to all leaders is this …
If your brand doesn’t emit love and create trust, what are you asking your marketing team to do?