Branding: Is it true that we are what we eat?

As a loyal partner should, we value your brand and want to do what we can to support the long-term health of your organization. In line with that, here are some simple reminders to help determine if your brand or core message is aligned with initiatives.

1. It's a commitment and not a campaign.
Strong brands can’t be bought. They take time to develop, take root, and grow.  From the beginning, Volvo set the underlying foundation as "safety." The company has expanded on that foundation to the point where the Volvo brand is now almost synonymous with the term "car safety". The company achieved this by making their commitment personal with internal slogans and initiatives. A well-renowned saying within the organization is "Cars are driven by people. The guiding principle behind everything we make at Volvo therefore is, and must remain safety…"

2. Don't confuse what you do with who you are.
Strong products and services can sometimes overwhelm an organization's self image. While what you do, what services you provide, and what products you sell, can and probably should slightly change over time, the core foundation should NOT. THAT is your brand.

3. Be consistent in your conversations and your actions.
Your message must be consistent, but beyond that, the message must completely align with your beliefs, thoughts, and actions. It's important to remember that your target audience is as attentive as you are. How many times have you heard someone say something meaningful only to have it disproved by their actions?

4. Brand for yourself and not the neighbors.
One of the first things organizations do in the rush to "reinvigorate" is to develop a snappy new logo and tagline, update the website, and throw together a new brochure. While these things are really important, branding just for the neighbors is only that. You can paint the house, trim the hedges, mow the lawn, and plant some flowers, but the interior quality of the house is equally if not more important.

An effective brand starts with noble ideals and then culminates with complete alignment from end-to-end.