5 Important Qualities of Leading Brands

Last week, I wrote about avoiding fear based marketing decisions. This week, I want to explain what leading brands are doing differently to succeed.

  1. They have a great idea, and they have applied organization and execution to make that idea happen. Most people and organizations can't find that right magical balance to move ideas forward. They either spend too much time with their head in the clouds thinking about all the possibilities that their great idea can fit into. Or, they do the opposite, spending their time running hard and missing the chance to turn their passion into a revenue stream. 
  2. Special organizations forge their own path and don't spend a lot of time looking over their shoulder for trying to model themselves in the likeness of somebody else. Industry leaders don't get there by spending time trying to immolate the competition. Too many organizations measure their success by what the competition is doing instead of by their own success matrix. 
  3. Just like a large tree, successful organizations have deep roots. And, they understand that the only way to grow those roots is to do the work. They spend a lot of time with their customers, talking shop and exchanging best practice stories. Too many “wannabees” spend their time with customers trying to sell, and if that doesn't work, they walk away.
  4. Truly successful organizations are defined by the chances they are willing to take, not by the status quo. If you look at a good idea I bet no matter what it is, you can think of at least ten different reasons why it won't work or why it isn't worth your time. When was the last time your organization said, "Why not?" before moving forward? That's what leaders do. It's easier to ask for forgiveness later than to come up with reasons why you decided not to make an effort to move the ball forward right now.
  5. They understand that there is no finish line to success. Companies that think they crossed it get buried by the competition. Successful companies look back at success as the building block for future success — not as measurement point of what they have achieved. When you reach success, you've started the decline that leads to failure.

I sure wish that I could say that I was writing about things that organizations have never heard before, but I'm not. These are things Amber and I hear over and over again from our clients.

And, our question back to them is: Is your brand living it?

If it’s not, it should be!