As per tradition, here’s my ever-evolving list of annual resolutions for principled, ambitious brand leaders.
My hope is that it will help guide your success in 2022 and beyond.
I will keep two things front and center: The people we exist to serve, and the change we will create for them.
I will be a generous marketer. Yes, at some point we must ask for the order. But we have to earn that right. If in doubt, I will do more giving and less asking.
I will craft a brand positioning statement that clearly defines our Who (the people we serve), our How (our meaningful difference) and our Why (the benefit we create).
I will approach strategy as an integrated set of choices for winning. I will diagnose where we are, define where we want to be, and make clear, credible choices to bridge the gap.
I will clearly define all other elements of brand guidance, including mission, values, personality, voice, messaging and visual identity. Great brands are consistent, and consistency starts with a strong core.
I will remember that what we do matters far more than what we say. If we do something meaningful, we’ll have a story worth telling.
I will be focused, disciplined and creative. I will do a few things very well instead of many things at parity. I will stay the course. I will do what my competitors can’t or won’t do.
I won’t waste one minute trying to please everyone, because what we do isn’t for “everyone.”
I will recognize that internal victories precede external ones. The unified intent of our team is one of my most important concerns.
I will remember that culture beats strategy – but it’s not an either/or.
I will treat my consumers with the respect they deserve. I will extend this same respect to my co-workers and partners.
I will ask more questions, listen more, read more and learn more.
I will use my brand as a force for good – to make the world a better place in some way.
What would you add to this list?
Here’s to creating more meaning, value and joy in 2022!
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About Matthew Fenton: Matthew is a former CMO who helps brands to focus, stand out and grow. Since founding his consultancy, Three Deuce Branding, in 1997, he’s helped hundreds of brands to achieve “brand clarity.” His consulting services and speaking engagements help brands to focus on what matters through positioning, strategy and ideation. Contact Matthew here. He’s based in Chicago.
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