Many people equate branding with a logo and some colors. But, well before we can create those visual elements of a brand, we have to define who that brand really is. That comes from sometimes asking tough and introspective questions:
- Why do you do what you do?
- Why does that matter?
- What is it about you that is relevant and competitively differentiated from all the other choices customers have?
It is far more expensive and difficult — if not impossible — to do so while trying to be someone or something you’re not.
In order to enjoy long-term, positive, and profitable relationships with customers and employees, emotional connections are required. Something that is far more expensive and difficult — if not impossible — to do while trying to be someone or something that you’re not.
Therein lies the connection between branding and Pride Month, observed by many during the month of June. Pride Month celebrates members and allies of the LGBT community who have asked the questions that help them live their lives as who they really are, not whom others want them to be.
If your organization struggles with connecting to customers and employees, take inspiration from some of the many communities, like the LGBT community, who have articulated, embraced, and shared their true selves with the world. Your customers, your employees, and your bottom line will thank you.
In the meantime, Happy Pride.