Ultimate Branding

Depending upon the expert or guru questioned, we learn that the fundamental human needs yielding success are safety and security, followed closely by connection with others. Millions of years ago, this meant safety, security and connection by close bonding and interaction with our fellow humans. We were less likely to be eaten by a saber-toothed tiger if we surrounded ourselves with others who could help warn us of impending dangers. As humans became more independent, that strong, innate need to be connected remained in our limbic brains as a basic requirement for survival. Extrovert or introvert, we cannot eliminate it.

"We must be connected. Without it,
we do not thrive and we do not succeed."

As we fast-forward to our modern business world, we find that being connected to our staff and our customers is also essential. We know this connection satisfies basic human needs, but it also is key to a success beyond our expectations.

When we create fledgling businesses, we identify personally and wholly with our brand. We are it and it is us. And it is in this connected secret sauce that success can be found. People do not want to exchange money for goods and services with a business, they want to do business with someone with whom they can connect. Initially this “connection” is the founder and owner. The “personality,” the ethics and the business practices of the owner become the underpinning of the business and what it stands for. Doing business with another human is meaningful, safe and secure. Doing business with XYZ Company is soulless, empty and does not satisfy that primitive need for safety and security. Pricing and performance aside, people want to do business with people they trust and respect. This is the ultimate branding for any company.

Herein lies our challenge. An individual that chooses to grow and expand eventually must translate this personal branding, this sense of trust and respect (and ultimately safety and security) to the next generation of staff in the company. Every individual must always operate in the same space of safety and security (connection) that the founder represents. And this is not easy!

There must be an intentionality about growth. Not only do we want to provide more product and more service, but we must ensure that every team member is fully trained and understands without exception the mission and vision of the owner. And if there are any obvious missteps that result in these goals not being met, appropriate corrective action must be taken.

Are these close connections possible in the case of large-scale companies? Absolutely. Think Herb Kelleher and the mission and vision he established with Southwest Airlines. As founder and chief LUV officer for decades, he was able to instill a vision of personal connection with customers in a team of over 50,000 employees. That vision continues decades later. There are also examples of others who have not been able to effectively achieve the same. A vision of human connection, trust and respect cannot be the sole, closely held property of only the founder. The challenge is to make it standard operating procedure and the only accepted practice.   

About

Deborah Cole is the founder of a commercial landscape firm with multiple locations throughout Texas. She now devotes herself full-time to speaking, writing and consulting.
www.deborahcoleconnections.com