Marketing materials, a website, or resume, your brand is not what you say that it is, it is what other people feel that it is. Many believe their brand promise is a statement, or their reputation is their resume, they attempt to illustrate who they are through references, customer testimonials, or achievement awards. All of those help, but ultimately what people feel and experience for themselves, will solidify their opinion.
Your brand promise or reputation is what other people think will happen next. Consciously or subconsciously, for them, your past performance will represent the single best predictor of future performance. It’s more about what they know and less about what they’re told.
The best part of all is that we control our promise. Even when we sometimes feel that we have no control at all, and especially when we think no one is watching, we make a promise. The actions of you, your work group, or entire organization, over time, will become that brand promise, it will be your reputation.
Dennis E. Gilbert is a keynote speaker, corporate trainer, and consultant that specializes in helping businesses accelerate their leadership, their team, and their success. Reach him through his website at http://DennisEGilbert.com or by calling +1 646.546.5553.
Photo Credit: Flickr, Flazingo Photos