Let me ask you what does your brand represent? And when I ask that question, I don’t just mean what are you selling, either. In this recent article, I presented an example that showed why Apple doesn’t just sell electronics. They are selling an emotional, innovative and sensory experience with technology.
So let’s look at somebody else in a different industry. Let’s look at NIKE. When you think of NIKE, what do you envision that the brand represents? For many people, they would probably just see that NIKE represents quality sporting goods. While that is true that they do sell sporting goods, their real brand essence represents so much more than just that. At the root of the NIKE brand is 3 words… Authentic Athletic Performance. These 3 words must filter through every business or social activity at NIKE. They’re in the business of helping people perform to their potential. To help you be the best you that you can be. Their products just help you get there.