Your Legacy

I just returned from a trip to my alma mater, and I had to make a late night stop at my all time favorite Hot Truck for a Poor Man’s Pizza (PMP).  I was in quite a garrulous mood with my anticipation and started chatting up The Guy at the window.  I was reminiscing about the good ole days, and in response to everything I said, The Guy told me I was wrong.  It was quite a deflater.  Interestingly enough though, after The Guy left the window, the gal next to me confirmed my stories, and thankfully the PMP was as delicious as ever.

Now what is really interesting about this story is that the truck’s location, signage, and menu (essentially the brand value) were exactly like the good ole days, when the founder was the one doing the serving and preparing, but The Guy’s knowledge (brand value) was not.  It’s a great example of how …

… brand delivery (The Guy) is very important as an effective follow through to your brand promise (the Hot Truck).

When building a brand, the visual representation of your company’s name, logo, tagline, etc, must be consistent and prevalent in your emails, presentations, and other collateral.  In the same way, anyone who represents your company should also emulate the meaning of your company. For Hollister clothing, that message is about the young, hip, and trendy.  For United Airlines, it’s about being reliable, safe, and personable.  What is it for your brand, and is it reflected accurately in your brand identity and value?

It should be fairly straightforward for the head of your organization to articulate the meaning behind your brand.  What might be harder is to ensure that all company representatives also consistently represent that same brand value, but even that is simple to address through your internal communications program.  And if you don’t have one of those, whether it’s some simple internal emails or more formal town hall meetings, then it might be time to make a call to us.

All my best,
Aruna

“The currency of universal values make brands innately sharable”
~  Simon Mainwaring ~

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