Today, your company’s brand is the soul of who you are. Your brand dictates everything you do, down to the strategic way you think. Over the course of time, things can shift and what you’re saying and what you’re doing are no longer aligned with who your brand says you are. Whether you find yourself in this situation or are proactively avoiding this situation, it’s time for a brand gut check. It’s time to answer one really important question: Am I who I said I was years ago? Take the next five minutes and introspectively look at your brand.
Challenge yourself to truly look at how you present your brand – Is what you’re saying, what you want to be heard? Is what you’re presenting, how you want to be perceived? Is what you’re thinking, pointing you in the direction you want to go? Is there a consistent and common thread tying what you say, think, feel, and show together? Do your logo and corporate identity and tone match what you want to be seen? Does your tagline still define who you are?
If you can’t answer YES to all of those questions, it’s time to realign your brand to fit who you want to be. Your brand is who you are and if your brand is distorted so is the perception of you. Understand that a well-established brand should not be confused for market presence or brand awareness. You don’t have to be Nike or Apple to have a strong brand. At the end of the day when you are able to establish a strong brand, you have established a strong foundation for success. Although times have changed and will continue to evolve, a brand is still what a brand was – a vital tool that defines that very core of your business.