Why should brands look inward first?

Inward in this context does not mean self brandishing. Rather, inward here means ability to self reflect and build strong foundations for the brand.

Brands are measured in areas of awareness, resonance, impact and sales (profitability). These factors often form the benchmarks of brand research today. Indeed, they are important for the measurement of brand success in the marketplace. However something is missing here which overlooks four major success qualities for brands to go a lot further.

      

Leadership – Great leaders lead great teams. Great teams = great brands.

Tenacity – A purpose-driven belief than can weather hard knocks. Passion fuels their purpose.

Integrity – Ability to do the right thing when tested.

Giving – Social responsibility. Giving always start with an open hand not a close fist. Which one will your customers rather hold?

I argue a brand’s ability to achieve greatness will depend on these inward qualities. The leader of an inward looking brand appreciates longevity and tenacity. Can the team rally behind the leader when stormy weather closes in? Bad product reviews, drop in consumer confidence, declining profits etc. Storms WILL eventually come so do not wait to react before it hits. Enron is an example of a skewed outward looking brand for its stakeholders, employees and customers but we know a weak wall breaks down over time. Short-termism is extremely tempting compared to a marathon which is long and arduous. The high road is always the tougher one but pays to prepare.

Avoiding the pitfalls of hurried and myopic decisions to have short term gains, inward looking brands are with better foresight. Inward looking brands may be giving up some immediate opportunities instead of having it all now but they spend time to work on what truly matters which are the insides; the team behind the brand. 

An inward looking brand always prevails with slow twitch muscles for the long runs. How are those legs for your brands today? Maybe its time to reflect and change.

Please leave your comments, if any.