Real Brand Value

I just returned from a trip to Belize & Guatemala and took with me a valuable lesson, not only for life, but for your brand. The people of these countries live such simple lives (when compared to the US) and they are so happy. When they meet you they don't ask "What do you do?" Or "what car do you drive?" And yet these are some of the most friendly, genuine, and peaceful people I've ever met. We Americans live such complicated lives in comparison to much of the world. Sure, we are "wealthy" compared to 99% of the world's population, but we also seem to be a very unhappy nation.

We crowd our waking hours with task upon task and seemingly "important" things to do and see and buy. In the end it seems we are more about these "things" and we're left with a void when it comes to who we are inside.

So what does this have to do with your business image--your brand? Well, a business is a reflection of the people who build it. If your organization is constantly grasping at the next big thing instead of focusing on building its core, it will, in the end have no leg to stand on.

It's human nature to be hedonistic and constantly feed the pleasure centers of our brain. Our pop culture is built on this pleasure-seeking mentality. And yet, we see with some brands/companies a different draw. They appeal to the "deeper" feel good side of us--our morals, ethics, and values. Companies like Newman's Own, Harpo, and New Belgium Brewing Co. are not just selling us a product, they are selling us something that taps into our values.

Of course, I don't doubt that this interpretation is somewhat shallow in that ultimately we're still talking about consumerism, but someone has to make the clothes, the food, the things we need. So why can't it be a company that reminds us of the really important things in life? If I have the choice between a Newman's Own cookie and another brand, I'll choose the Newman, because not only does it taste great (brand integrity) but a large portion of my purchase goes directly to charity.

I encourage you (as I will be too) re-examine what your company's real purpose is. What value are you bringing to the table? Are you making this world a better place or simply bumping along on the ride of life?

If all of the sudden all of the distractions of this "American life" dissappeared, would there be a void or peace?

That's it for my "business therapy" today. Just had to share what's on my mind.
-andrea