Brand holism acknowledges that the whole is greater than the sum of it parts. And while understanding each individual component is useful, the real challenge and value is shaping how the parts influence and relate to each other.
Your brand has a pulse. It is the result of your identity colliding with your vision. It permeates your organization and is expressed through everything you do and say. The more clearly you understand it, the more concisely you can articulate it, and the more consistently you will live it out.
Your brand has a fingerprint. It is the mark you leave on this world. Tangibly, it is proof of your actions. Intangibly, it is evidence of your vision. Over time your fingerprint reveals your pulse, because looking at what you do reveals how you do it which ultimately betrays why you do it.
Your brand has a voice. It what you claim to be and what you claim to do. It is the substance, tone, and medium that conveys your claims. It is the artful promise of the value you can and will create. It is the mechanism by which your brand seeks outs new customers and constituents.
There are two passions in the life of the professional. One is for the process, the other is for the outcome. Expressed as modern archetypes we see makers and owners. As usual, reality is more complex than this simple dichotomy. However, recognizing the primary passion of your employees, contractors, and volunteers enables you to more effectively delegate, instruct, and inspire.
Do you need help propagating your passion?
An audience shares an experience. A tribe shares an identity. Both develop their own culture. How well do you nurture the culture of your audience? Does your product or service create a shared experience? Does it articulate your vision and make your audience members aspire to join the tribe? Your success depends on your ability to lead your tribe and entertain your audience with integrity and authenticity.
Do you need help connecting to your culture?
Technology is simply the practical application of tools and knowledge—and we presently have more of both than ever before. However, technology does not create success anymore than pencils create stories. Ubiquitous and cheap technology often distracts from the very human relationships that it purports to make more accessible. Does your technology support or detract from your daily efforts and your brand narrative?
Do you need help implementing technology?
I partner with organizations who have the humility to share their mission in pursuit of their vision. Give me a call, the first hour's on me.