Your brand philosophy is a stand for which you abide by for your life, and for the life of others. It is what you bring to the marketplace, and the greater world that distinguishes you from being just a service or a product. It captures a part of the heart of what you do.
You want to represent a way of living that people can embrace.
A way of living that inspires them to become greater versions of themselves. It calls out to your tribe of people, and allows them to experience resonance with your message. That becomes magnetic whether they are your customers, clients, business partners or employees.
Think for example – Virgin has a philosophy of value and fun. On a business strategy level – they often identify lazy industries, and fill the gap with greater quality customer service. They bring a sense of child-like play to deliver their customers an intangible yet valuable experience. From a staff perspective, their manifesto is to allow staff the freedom and fun, to deliver out-of-the-box value. As a direct result – it inspires them to be part of a movement, regardless of the fact that they might get paid less. Because that inspirational experience is something they are willing to trade dollars to have.
Let’s give you an idea of how it might be applied to build your brand.
Let’s take for example, any contemporary issue in society that is trending. Whether that is gay marriage, vaccination, hand-outs or the like. If it is trending, the content has the potential to grab a lot of attention. Doing this allows you to build your brand awareness in the market, with a potentially large number of viewers. It’s a win-win.
What you can do, is comment or provide insight on the contemporary issue from your brand’s perspective. Now of course, whether or not you choose a controversial topic is subject to your brand.
But the question to ask is – what would your brand have to say about the issue? It is a form of curation. It is a way of planting your brand-flag in a world that is constantly evolving.
How will you position your brand to best relate to your tribe?
Suppose a natural disaster hits a 3rd world country. Organizations and movements flock in to provide support in the way of resources; money, man power and materials. All very beautiful when done with the right intentions. But suppose your brand philosophy is about personal empowerment rather than saving.
Suppose it presupposes that everyone already holds the seed of potential to create the experience they want in life. Your brand might decide, on top of providing food or shelter, to provide; education, training and awareness. That way, the community can learn to be self-sufficient and resilient during future challenging times. Saying this publicly might get you some serious haters. But it’ll draw in some serious support from leaders who also believe that solving other people’s problems disempowers them and has long-term detriments.
As the Chinese proverb says “Give a man a fish and he will eat for a day. Teach him how to fish and he will eat for a lifetime.” And if you teach a man to teach others, you could end world hunger! (Don’t know if the fish population would last, though).
But that’s beside the point.
You too, have a brand philosophy for the value you want to share with the world – and will call upon like-minded and like-hearted people who are in alignment.
It is your brand’s way of being, and is an expression of your core values. Give you an example of how some of my core-values coalesce into this thing called a brand philosophy.
- Nature – I value what is innate to people, so they can express what comes naturally to them. What they would love to do in their hearts, is something that has been with them all along. If you recall in an earlier post, “What occurs naturally, succeeds inevitably.”
- Dignity – notice, not once do I tell you how you have to live your life (though there are things that must be done to build a brand) nor am I trying to live people’s lives for them, or save them. Rather, I recommend you live a life that feels most like you, and comes most naturally. Which links to value one. Normally, you will find that your core values coalesce nicely too.
- Agape – I’m not here to change the world. I’m here to appreciate it, and to come into rapport with myself, other selves and life itself. The world will change whether I want it to or not. Again the question is – who would you like to be despite all the transcient movement?
To help you gain even greater dimension re your brand philosophy, complete any one or more of the following phrases as quickly and intuitively as you can. Go by feel more than thought.
Choose the ones that resonate most with you, and captures the most of the essence of what you are about.
You will know which one it is – because it will stand out as unique.
Not because you are trying to be different – but because the one that is in closest resonance to your heart, is a unique expression.
It feels like fate.
Ready to dive even deeper into discovering your true brand philosophy?
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And share in the comments below your initial reactions to the above exercises – I’d love to hear from you!