I like to think of myself as many things. Irresistibly good-looking. Surprisingly nimble for my size. Pee-your-pants hilarious. All of these sound great to me - but if I can’t back them up, then they don’t mean much to anyone else. I want to be the best version of myself. I like “me,” I just always strive to be a better me. I want 
to be “me-ier.”
Have you ever thought of your organization as a person? Your business may look good and seem to have itself together from the outside. But inside there is something missing. Consider yourself “the brain” of your organization – you control the body’s movement and thoughts, however without the body you aren’t going very far. More specifically, above all else, your body needs a heart. Every body part including the brain, depends on the heart to drive them. Without that heart, the organization is not the best version of itself. It’s languishing instead of flourishing. How do you change that? It simply takes reflection on the heart of your organization – your brand.
Organizations face many challenges in becoming the best version of themselves. Maybe their service doesn’t quite lineup with what consumers expect. Maybe it’s internal and employees “just do their job” to get by. Perhaps the economy has hit hard and there are tough choices to be made. Much like an individual who is trying to achieve growth, an organization needs to face those obstacles head on. It needs to surround itself with good people, great support partners and implement best practices. An organization needs to back up what it promises and treat others as it would want to be treated. Yes, I just broke out the golden rule. It’s so simple, yet so true – and something easily forgotten in the competitive business realm.
Your brand is what a community feels from you, not what it sees. I believe consistently designed media, a well-told story and a great strategic marketing plan can start you on the right path to giving a great first impression with a consumer – but it’s the passion that a community feels that creates relationships and loyalty. Consumers are concerned about how they are treated and if you deliver on your promises. Isn’t that what a friend is? Isn’t that the golden rule? That passion comes from within the organization. That commitment to what your brand stands for, how you operate and the level of excellence you wish to maintain starts with the people in your organization. That’s the heart of your organization. You need a buy-in from all involved.
We’ve had some great first-hand experience being involved with organizations whose employees have a passion for what they do. They are interested in creating a brand, an experience. It’s contagious when it’s around you. It is even better to be involved in spreading it around and educating others. Telling a story and enhancing a mission is a rewarding experience for everyone involved. When your body is in tune with your heart – there is no stopping it from becoming a better version of itself. Even though an organization will change and grow, if that heart keeps beating it won’t stray from who it is. You flourish. You become the best version of you – you become “you-ier.” Isn’t that what we all strive to be?
I recently started a 10-week fitness boot camp to whip myself into shape. At times I have wondered what I got myself into and why I actually PAID to do it! I have been concentrating on my health and fitness the last year or so and finally felt like I could take the next step and really push myself. I’ve lost about 80 pounds now on my own, so I thought this class would help me reach my goal. I started the fitness class around 10 days ago. This is what I’ve learned about myself and life…
All of those things are important to creating a world-class marketing program. But from an advertising agency perspective, I think the single most important ingredient to a great marketing program is having a great client.
I admire a relevant story compellingly and creatively told. Period. That’s what I signed up for.
