Successful organizations are driven to succeed by visionary leaders. These leaders take calculated risks, and look for ways to innovate in every aspect of their business. Everything from internal work processes, to product design, to revamped service offerings are fair game when it comes to growing a company. No matter what the innovations, however, the overall brand idea remains at the root of the evolution. Thus, success depends upon a strong Brand.
DEMONSTRATES ORGANIZATIONAL DISCIPLINE
Brand expression is strongest when it is consistent. Consistency builds confidence in your company and its offerings. Disciplined brand development within your organization demonstrates to your customers that you pay attention to the details.
IT’S GOOD FOR MORALE
People like to feel like they are a part of something good, something purposeful. Your brand is the living, breathing example of why you do what you do. If your employees understand your brand, they will likewise know why they do what they do.
GUIDES ORGANIZATION AS IT NATURALLY EVOLVES
In order to thrive and grow, organizations must manage change in a deliberate way. A brand idea that has been similarly developed will provide a solid foundation upon which to build the company.
GUIDES ORGANIZATION WHEN IT’S FORCED TO EVOLVE
Sometimes, environmental conditions necessitate that you change your company’s direction. When you see change on the horizon, a strong brand idea will help you plan ahead, allowing you to keep the core of who you are while adjusting to new conditions.
COMMUNICATES WITHOUT WORDS
When your brand identity begins to speak for itself – in logos, packaging, customer service, etc. – you’ve done your job.
PROVIDES GUIDANCE TO PARTNER ORGANIZATIONS
At some point, every company finds it necessary to collaborate with another organization. Whether it’s a multi-disciplinary design team or an impending merger, a strong brand I.D. will not only tell your partners what you are about, but what is expected of them.
FORMS THE BASIS OF YOUR ‘ELEVATOR PITCH’
A well-defined brand idea is simple. It’s easy to describe and easy to understand. If your employees can’t say it in 20 seconds, it’s time to re-think your pitch.
INSPIRES COMPANY FOUNDERS WHEN THEY NEED IT
(and they will)
The daily grind is enough to take anyone off their game, even a visionary leader. When you lose your focus, your brand idea can bring you back to the basics: why you do what you do.
GIVES DIRECTION IN TIMES OF CONFUSION
Every organization goes through times of difficulty. It may be do to external factors, like a recession; or it may be an internal issue. When you need to get back on track in order to move your company forward, looking back at the root brand idea can tell you exactly where you need to go.
IT’S COMMUNITY SERVICE…YOU CAN INSPIRE OTHERS
When you are doing things right, people take notice. Some are impressed, but many more are likely to be inspired. Great leaders lead by example. Your success can tangibly demonstrate the power of a strong brand.
Do you have a strong brand? If so, what makes it work? If not, what’s holding you back? Share your thoughts.