Branding Aligns With Personal Development

I spent the weekend at a personal development conference for business owners. The entire experience was motivating and uplifting – a great way to conclude a challenging year.

The final speaker of the weekend was Darren Hardy, Publisher of Success Magazine, who spoke of holding “big audacious” goals for your business and your life. And he outlined the principles of success that he has seen in all the entrepreneurs, politicians and celebrities that he has interviewed over the years.

While Hardy spoke of the success principles in the context of an entrepreneur or business owner developing and becoming a better leader for their business, I thought the topic and Hardy’s inspirational nuggets had dramatic parallels to B2B marketing and branding.

• “Your outcomes in business and in life is how the world is responding to you.” True, for us personally. But also true of our brands – when we have an exceptional product, with a complete package of customer service, delivery and ongoing development, the market responds positively. When you sacrifice one core element in order to save money or because you don’t think it is important, it will sacrifice some level of success for your product.
• “Who you are speaks so loud, I can’t hear what you’re saying.” It doesn’t matter what you say about your product or service. What matters is your customers’ experience of it. That is your true brand.
• “Consistency wins every time.” It’s true. The way your customers experience your company, product or service, should be the same every single time.

Very simple branding lessons, wrapped up in human success factors.

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