When You Lack ‘The Brand’
A lack of a brand is a forcing mechanism.
There’s nothing to hide behind, nothing to protect you or carry you in a conversation.
A lack of brand requires you to be crystal clear about what you have to offer and what you represent. It forces you to do the work, to the point that someone decides to engage with you - because the value you offer compels that engagement.
Over time, with enough blood, sweats and tears, you’ll get to the point where you will develop your own brand and that brand will then, if you play your cards right, precede you.
When that happens, it’s tempting to chill out, rest on your laurels a little bit. Maybe work a little less, prep a little less, coast a little more. After all, it was hard work getting here in the first place, don’t we all deserve a little break?
But, of course, that’s the worst time to sit back.
Good leaders know that that’s exactly the time to double down and make sure that the foundations of the brand remain strong. That the quality is still there, and every touch point is representative of what the brand stands for.
No brand is a forcing mechanism, an invitation to do the work that matters, in a way that convinces others to engage.
A great brand offers an alluring temptation to hide. It’s important not to take that bait.
