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Brand is stuck in a time warp of thinking as “ing” or “re” dominated by marketing and advertising models and interests. This does not help organisations to sustainably navigate the complex relationship between what they do, how they do it and why they do it.
Let’s begin with a mind-shift about a brand as a result of the promises you keep. Of all an organization’s (or individual’s) actions and decisions. Built on a foundation of their purpose and values. And delivered through people’s experience. Because when you take what you care about and use it to help shape the promises you make, you’re more likely to keep them. When you put your purpose to work in even the unheroic actions and decisions, they’re more likely to reflect it and become reasons to believe.
So, what promises are you making and how are you keeping them?
Michel Hogan is an independent thinker and adviser. After 15 years in the US, Michel returned to Australia where she continues her practice helping individuals and organisations make promises they can keep and keep the promises they make with a robust, resilient brand as the result. Michel is a regular contributor and sought-after commentator on brand, organisations and people’s experience, writing weekly for SmartCompany.com.au and is the author of Between Making Money and World Peace; A Brand Blogthology on Purpose, Values and Keeping Your Promises.