In a time of inconsistency, change, and speed – BRAND needs to be built. If you haven’t intentionally built your brand – individual or company – you have built your business or reputation on sinking sand. You will only fall as far as your brand allows you to fall. Eventually – you – or your company – will make a mistake. How quickly you recover is completely dependent upon how strong your brand is. Strong brand is like a foundation of stone – unbreakable – unbeatable – recovery is quicker.
Foundations made of sand – Enron. Foundations of stone – Southwest.
How do you build a foundation of stone?
A Brand Audit will help here. You must know where you stand in order to build.
1. Develop your core values.
2. Share your core values with your entire company. Explain what the values mean specifically to each person.
3. Build a Brand Guide.
4. Be consistent.
Do you want to ensure you survive a storm? Brand is the captain of a boat in a storm. If the captain’s brand has been consistent, you trust their choices – if not – people find a new captain.
Company brand or personal brand – start with an audit. More questions?
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