With the advent of a new year, many of us prepare resolutions – a set of promises, if you will, to do better tomorrow than we’re doing today. In that spirit, I offer a list of resolutions that may come in handy as you and your team build your brand(s) in 2008 and beyond:
1. I will live my brand vision every day. And if I don’t have a brand vision – one that clearly defines what we stand for, how we’re different, and why that matters – I’ll make it a top priority to create one.
2. I will craft bold strategies. Recall the words of Harvard’s Michael Porter: “Strategy is about choices, trade-offs; it’s about deliberately choosing to be different.”
3. I will manage my brand as a complete experience, placing more emphasis on what we do than what we say.
4. I will execute with discipline, courage and consistency.
5. I will set clear objectives and measure results diligently.
6. I will treat my customers with the respect they deserve – meaning they are not data points, “eyeballs,” or a means to reaching sales quotas.
7. I will extend this same respect to co-workers, vendors, colleagues, and other partners.
8. I will listen more and read more.
9. I will communicate and lead more effectively.
10. I will use my brand to improve lives – to make the world a better place in some way.
Any resolutions to add? Feel free to let me know.
A version of this post appeared in the Cincinnati Business Courier on December 28, 2007, in the column “That Branding Thing.”
About Matthew Fenton: Matthew founded Three Deuce Branding in 1997 with a simple mission: “To help good people build great brands.” He’s a former CMO who repeatedly led underdog brands to dramatically outpace the market, and now he does the same for the clients he serves. Businesses with revenues of seven to ten figures trust Matthew to help them achieve “brand clarity” through core brand strategy and positioning. Matthew is also a highly-rated speaker. Contact Matthew here. He’s based in Chicago.
Copyright 2007 – Matthew Fenton. All Rights Reserved. You may reprint this article with the original, unedited text intact, including the About Matthew Fenton section.