In February I sat in on a presentation by Nigel Greening at the Pinot Noir 2010 conference. He was talking about the sustained success of his winery, and brand, Felton Road – a true star. I have always said branding is not rocket science, it is common sense, and what Nigel was saying rang true (in fact I sat there nodding emphatically, hoping our clients in the audience were listening). To me, one of the most important points he made was this: “You can never lie”. So obvious, but unfortunately a statement that has been neglected by many globally, particularly in the past years when some brands have forgotten who they are and what they stand for.

With the increasing demand for transparency (there is no such thing as the back office any more) and blooming fields of social networks, your brand’s reputation sits firmly in the hands of your audience and their expectations. They won’t believe your brand promise until they have experienced it themselves, or others they trust have.

They are a global collective conscience and they’ll make sure you stay true to your brand values even if you don’t.

What’s placed online stays online. As individuals grow increasingly motivated to make ethical buying decisions, they have become more interested in who is behind the products they’re purchasing. Information is but a search away – the good, the bad and the ugly. For instance articles and film footage from the 1990’s onwards about Nike’s use of sweatshops in third-world countries is still easily found. All of their innovation in recent years continues to be tarnished by this history.

The power on the brand playing-field has changed, I believe for the good. Authentic brands who live and breathe their values and deliver on their promises (whatever they are) will shine. If you, and your staff, cannot quote your brand values or promise by heart, it is time you revisited them or created new ones together (link to our great brand pdf). They are the foundations on which you build success – the heartbeat that pumps life into every aspect of your business. If you don’t have them, how can you expect your team, let alone your audience, to believe in you. Brands need great believers, they need inspired people both inside and out.

I leave you with a quote from Dee Hock, founder of Visa – I first saw it in a Tom Peters presentation

They were both talking about the essence of great leadership. I think it equally applies to the essence of great branding.

…Respect your team and your audience – and NEVER lie.
(below will be a pic)
“Ph.D. in Leadership. Short course.
Write a short list of all things done to you that you abhorred.
Never do them to anyone else. EVER.
Make another list of things done to you that you have loved.
Do them to others. ALWAYS”

In February I sat in on a presentation by Nigel Greening at the Pinot Noir 2010 conference. He was talking about the sustained success of his winery, and brand, Felton Road – a true star. I have always said branding is not rocket science, it is common sense, and what Nigel was saying rang true (in fact I sat there nodding emphatically, hoping our clients in the audience were listening). To me, one of the most important points he made was this: “You can never lie”. So obvious, but unfortunately a statement that has been neglected by many globally, particularly in the past years when some brands have forgotten who they are and what they stand for.

With the increasing demand for transparency (there is no such thing as the back office any more) and blooming fields of social networks, your brand’s reputation sits firmly in the hands of your audience and their expectations. They won’t believe your brand promise until they have experienced it themselves, or others they trust have – as illustrated in ‘Right here right now’ (an oldy but a goody). They are a global collective conscience and they’ll make sure you stay true to your brand values even if you don’t.

What’s placed online stays online. As individuals grow increasingly motivated to make ethical buying decisions, they have become more interested in who is behind the products they’re purchasing. Information is but a search away – the good, the bad and the ugly. For instance articles and film footage from the 1990’s onwards about Nike’s use of sweatshops in third-world countries is still easily found. All of their innovation in recent years continues to be tarnished by this history.

The power on the brand playing-field has changed, I believe for the good. Authentic brands who live and breathe their values and deliver on their promises (whatever they are) will shine. If you, and your staff, cannot quote your brand values or promise by heart, it is time you revisited them or created new ones together. They are the foundations on which you build success – the heartbeat that pumps life into every aspect of your business. If you don’t have them, how can you expect your team, let alone your audience, to believe in you. Brands need great believers, they need inspired people both inside and out.

I leave you with a quote from Dee Hock, founder of Visa – I first saw it in a Tom Peters presentation. They were both talking about the essence of great leadership. I think it equally applies to the essence of great branding.

…Respect your team and your audience – and NEVER lie.