Brand identity: don't be a party without a face
Tightened. Stripped of character. Devoid of emotion and not distinctive. Anyone who encounters a slightly too enthusiastic plastic surgeon in the search for a botox treatment runs the risk of this result. In the search for our identity, we sometimes lose our face. Because we look too much at that of others. Or because we do not have a realistic picture of ourselves.
Appearances are deceptive
There are also parties without a face in the business world. Companies that conform so much to their clients that they themselves become characterless. The same uniform, the same vocabulary and a look that doesn't easily offend anyone. Kind of easy isn't it?
But appearances can be deceptive. You actually do your clients a big favour by showing your true face. And yourself too, by the way: various studies show that companies are more financially successful if they use their own brand identity as a starting point. Which also means that you are 1-0 behind if you do not have your own face.
Your brand identity as a starting point
A brand identity is based on your own values. Not from what you think other parties will value. The lines you want to smooth out because you think it's the norm can actually be decisive for potential clients. Your identity should always be the starting point, not that of your clients. Successful companies like Patagonia, Tony's Chocolonely, Nike and LEGO know this better than anyone. If you take your identity as the starting point for your overall business operations, chances are you will be much more interesting to clients. Your norms and values are leading within this. Which people you hire, which partners you choose and how you organise your company.
Jim Collins (author of books such as Good to Great and Built to Last) studied which companies delivered the best long-term performance. What emerged: the best companies constantly held themselves to the following three questions:
- What do you have a deep passion for?
- What can you be the best in the world at?
- What can you make your money on?
By focusing on these questions, you focus on your essence, your right to exist. That helps your company move forward, also in the long term.
Stop smoothing
So stop smoothing out your company, and show your character. This is also important from a cosmetic point of view for your clients; if you are honest and sincere, you will cause fewer furrowed brows. And that, in turn, prevents deep wrinkles. Because let's be honest: of course there is nothing wrong with a little vanity. But ultimately, even in business, it's all about character. It is the character of your company that defines your face. Avoid becoming a company with no face of its own.
Have you let things get to this point? Don't despair. As with botox, the effect does not last forever. If you stop making the wrong decisions at the right time, in a while you can look in the mirror again with your head held high. We are happy to look with you.
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