We are living through the most fascinating time in the history of the world. And many agents of change have greater opportunities and avenues to build businesses and change organizations than ever before. Our ability to target, communicate and persuade can and does occur in a myriad of ways for those who show some foresight. That is both the good news and the bad news. Business owners also must compete in a world with lower barriers to entry, more global competition, and greater choices for customers in virtually every industry. There are a lot of voices out there competing for airtime.
With this as a backdrop, the tactics for success in a given business or sector of the economy remains highly “local” – there is no one-size-fits-all approach. Each circumstance is different – along with its attendant opportunities and threats. We hear entrepreneurs speak every day of the tactical pros and cons of their business strategy. In these discussions they speak of customers, competitors, changing market conditions, marketing challenges, personnel issues, and the like. And they are right to spend a lot of time on these important issues.
Yes, strategy and tactics are issues that we will continue to talk about at length – largely because they reinforce and support what is perhaps the most important and most fundamental building block for competitive greatness: branding. This applies at both the personal and organizational levels. Before strategy and tactics are ever explored in depth, entrepreneurs and their organizations should decide who they are – at least who they are most consistently. When the issue of branding is stripped back, the ability to provide customers, investors, and other stakeholders a consistent quality experience in each and every interaction is what separates the winners from everyone else. We would never discount the “doing,” and sometimes just getting out and doing something is what is required to get the ball rolling. But it is also critical to ask yourself about what you stand for, and why you do what you do. And to do it throughout the lifecycle of your business. What gets you out of bed early in the morning when everyone else is sleeping?
As leaders examine these fundamental questions, and decide honestly on their answers, they should ensure that everything they do is consistent with the brand. In a world of hype and hyperbole, do you do what you say you will do? Do you do it when you say you are going to do it? Do you consistently meet (and preferably exceed) customer expectations? Are your activities aligned with your personal moral code? Is your work done accurately and honestly, and with the highest degree of professional integrity?
We would posit that organizations that deal with these basic issues and do them well, are those that will create and maintain sustainable brands now and in the future. They are the same companies that will blow away competitors with fancier logos, louder voices, and bigger budgets. Remember, when it is all said and done, more will be said than done for so many companies, with predictable effects on brand value.
