Third Signpost: Values—What Do I Hold to Be True?
All strong brands, whether business or personal, have at their foundation a clear belief system. Yes, they may have wonderful logos, ads, and package designs, but make no mistake, it's the value provided— which reflects the values within—that people care about and are attracted to. Long term, you don't choose FedEx because of its snappy commercial slogans or UPS because its trucks are painted brown. You choose them because the reliability of their performance is a continuing demonstration of their commitment to what they believe—their values.
In business, organizations with the strongest external brands have the strongest internal values. When an organization's values are clear, they are shared ...
Get Be Your Own Brand—A Breakthrough Formula for Standing Out from the Crowd now with the O’Reilly learning platform.
O’Reilly members experience books, live events, courses curated by job role, and more from O’Reilly and nearly 200 top publishers.
