You're Your Brand: Don't Be Fake

What Do People Feel When You Walk Into a Room?

When you walk into a room, what do people feel? This question might seem simple, but it digs deep into the heart of who you are and what you stand for. Do you invoke what you think you stand for?

The Power of Alignment: Words and Actions

Consider your words and actions. Do they align? According to a study by Leadership IQ, only 23% of employees say that their leaders’ actions are consistent with their words. This inconsistency can erode trust and credibility.

-Words vs. Actions: Are your words and actions in sync?

-Values vs. Behavior: Do your values match your behavior?

-Consistency: Do you keep your promises and maintain consistency?

The Mirror Effect: How You Treat Others

How you treat others should mirror what you believe. A Gallup poll found that 85% of employees are not engaged in the workplace, often due to feeling undervalued or misunderstood.

-Treatment of Others: Is how you treat others representative of what you believe?

-Tolerance and Judgment: Are you too tolerant or judgmental, creating a disconnect between your intentions and your impact?

Personal Brand: A Reflection of Who You Are

Your brand is a powerful reflection of who you are. It’s essential that it represents what you genuinely want to convey. This isn’t just a personal endeavor—it applies directly to your corporate brand as well.

-Authenticity (don't be fake): Ensure your personal brand is authentic and true to your values.

-Consistency: Maintain consistency in your actions and promises.

Corporate Brand: The Extension of Your Personal Brand

In the business world, your brand is a mirror of your company’s values and promises. Just like a personal brand, a corporate brand needs to be authentic and consistent.

The Importance of Brand Authenticity

A survey by Stackla found that 86% of consumers say authenticity is a key factor when deciding what brands they like and support. If your company’s actions don’t align with its stated values, it will come off as disingenuous.

-Consumer Trust: 86% of consumers prioritize authenticity in brands.

-Brand Actions: Ensure your company’s actions align with its stated values.

The Challenge of Alignment

This is where the magic—and the challenge—lies. Your corporate brand is an extension of your personal brand. It represents the collective values, actions, and promises of your business. Both must be authentic and aligned, for in the eyes of your audience, they are one and the same.

-Brand Consistency: Align your personal and corporate brand to build trust.

-Collective Values: Reflect the collective values and promises of your business.

Ensuring Your Brand Promise Cascades Into Culture, Operations, and Strategic Planning

A successful brand isn’t just a marketing tool; it’s a strategic asset that permeates every aspect of a business. Here’s how to ensure your brand promise cascades into your culture, operations, and strategic planning:

Embedding Brand Promise into Company Culture

A study by Deloitte found that 88% of employees believe a distinct workplace culture is important to business success. When your brand promise is ingrained in your company culture, it shapes employee behavior and engagement.

-Cultural Alignment: Ensure that your company values are reflected in everyday interactions and practices.

-Employee Engagement: Foster a culture where employees live the brand values, leading to higher engagement and productivity.

Integrating Brand Promise into Operations

Operational excellence is achieved when the brand promise is integrated into every aspect of your business processes. For example, Zappos, an online shoe retailer, is renowned for its customer service, which is a core part of its brand promise. This dedication is reflected in their operations, from how they handle customer inquiries to their generous return policies.

-Operational Excellence: Align operational processes with the brand promise to ensure consistency and reliability.

-Customer Experience: Deliver a seamless customer experience that reflects your brand values.

Aligning Brand Promise with Strategic Planning

Strategic planning should always consider the brand promise to ensure long-term alignment and success. According to a study by Harvard Business Review, companies with strong brand alignment are 31% more likely to outperform their competitors.

-Strategic Goals: Align strategic goals with your brand promise to ensure cohesive long-term planning.

-Competitive Advantage: Use brand alignment as a strategic tool to gain a competitive edge.

The Call to Action: Realign and Reflect

So, take a hard look at both yourself and your business. Are you living up to what you claim to stand for? Are your actions and values in sync? If not, it might be time for a realignment.

-Self-Assessment: Evaluate your personal and corporate brand for consistency.

-Realignment: Make necessary adjustments to align actions and values.

Remember, you are your brand, and your brand is your business. Make sure both tell the story you truly want to share. By embedding your brand promise into your culture, operations, and strategic planning, you create a cohesive and authentic brand that resonates with both your employees and your customers.