Is there a silk thread woven beautifully through everything your company does?

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What is branding?

When we strip away all the fancy business school language, we’re left with one single word:

Branding is “consistency.”

If you focus on it, it's super easy to identify.

Is there harmony?

Is there clarity?

Is there a silk thread woven beautifully through everything your company does?

If yes, you have a strong brand.

If not, that’s a weaker brand.

Let’s go one step further.

What does your company do consistently?

How true are you to who you say you are?

Think of your best friend, or your mother. At times, you probably know what they are going to say and do even better than they do themselves. And that’s because you’ve seen their patterns of behavior, day after day and year after year.

So, as a business leader, ask yourself: what patterns of behavior does your company have?

What have you been promising consumers with your words? Do your actions line up?

McDonald’s has a strong brand. Well, what did they promise us?

Luxury, nutrition, customized service?

No, not at all.

They promised us an easy meal that's convenient and consistent.

And they deliver on their promise.

You can get McDonalds food however you want.

You can drive right up to their drive-through window and get your food.

You can park your car, order on the app, and have them bring your food out to you.

You can choose to go inside the restaurant, walk up to the counter and order. Or, just use the touch screen to order... Then you can choose to eat your meal right there in the dining room, or take your food home with you.

In fact, in the city, you don’t even have to leave home. You can order online and someone will bring the exact same meal to you.

100% convenience.

Promise kept.

Make sense? And now we have questions to ask ourselves as business leaders.

What are we telling consumers to expect of us?

What are we saying through our words and our actions? Do they match up? Do they always match up?

Who do we want to be?

Are we who we say we are?

Are we keeping our promise?

Your brand is not what you want it to be. Your brand is not what you say you are. Your brand is whatever you consistently do and how you do it.

How do you show up every time?

To build the strongest brand, challenge yourself to be clear, consistent and complete in everything your business does.