What is the Heartbeat of Your Brand?

How would you define the heartbeat of a company?

Could you capture that essence in as few as 2-to-6 words?

To be that succinct in your description, you would have to know that clearly identifying that heartbeat has little or nothing to do with a company’s products, services, professional expertise, credentials or compensation. You would also have to search beyond industry awards, office perks, pretty logos, slick looking websites, performance standards, efficiency metrics, business models, corporate mission statements or shiny marketing bells and whistles.?

If you attempt to describe a Company Heartbeat in six words or less, you will discover what matters most.

You will see that it has nothing to do with the ‘HOW’ and the ‘WHAT’ at all.

It’s really about focusing on the ‘WHO’ and the ‘WHY’.?

To reveal the sparkling personality that distinguishes your brand from the rest of the pack means zeroing in on and identifying its pulse. Similar to a stripped-down rock classic from Queen, you will need to compose a drama-induced phrase that is both musical and primal. An attention-drawing battle cry that clearly articulates the values, vision and vibe of your business and brand.

In March of 2020, just days before the global pandemic closed borders and millions of businesses, I found myself in Charlotte, North Carolina where one such company branded their heartbeat. Choosing only 2 words, they summarized a story that can be told for infinity.

To better detect The Heartbeat of Your Brand, join us outside Bank of America Stadium , the home of the NFL’s Carolina Panthers on this segment of Leaders & Legends.

“I won’t be a rock star. I will be a legend” FREDDIE MERCURY

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Since the pandemic of 2020, extensive research confirms that B2C and B2B consumers have made a significant shift in their buying behaviour. Customer preferences have shifted from seeking innovative suppliers who provided excellent service to brands they could trust.

Reputation marketing is the new king. Thoughtful strategy determines if you wear the crown.

A 2-6 word, carefully crafted branding heartbeat pumps life into your entire marketing strategy. Think of it as linking what you SELL with who you ARE and how that reflects the reputation you are trying to establish – especially in the B2B space where participation in trade shows and face-to-face meetings has dropped substantially. At no time in history is your business and brand being watched and judged by how it shares the story that depicts your values and the way each of your employees is making a difference.

As you ponder the implications for your own business, it might help to stop, reflect and feel the emotional energy transmitted by some of the best 2-6 word Tribal Narratives ever crafted. To be clear, the origin of the word ‘tribe’ stems from ancient Rome. The word tribus was used to describe the division of the state. As Europeans moved over the globe, it was utilized to describe the various cultures they encountered. In the study of anthropology, the use of the word ‘tribe’ is used to describe forager bands, hunter-gatherer societies and larger groups such as a state or religion such as the Twelve Tribes of Israel. For our purposes, the phrase ‘Tribal Narrative’ is a literary device to describe a fusion of a rhythmic beat with a plot-driven story. Based on the feel of sound and emotional energy, a distinctive Tribal Narrative echoes the pulse of a stirring drumbeat mixed with a compelling story. Besides the iconic “Just Do It ” from NIKE, other shining stars in the branding universe include:

Dollar Shave Club: “Shave Time. Shave Money”.

DeBeers: “A Diamond is Forever”.

City of Las Vegas: “What Happens in Vegas, Stays in Vegas”.

Charlesglen Toyota: “Alberta’s Celebration Destination”.

Pool Troopers: “America’s Backyard Heroes”.

Red Bull: “Gives You Wiiings”.

Ritz-Carlton: "Ladies &Gentlemen Serving Ladies & Gentlemen"

Toronto Raptors: “We The North”.

Thermalwood Canada: "Northern Heat"

Road Runner Sports: "Make Every Mile Count"

Moose Jaw, Saskatchewan: "Canada's Most Notorious City"

Soul-stirring phrases for your brand are possible when any leader decides to escape the category mosh pit and create substantial differentiation.

When a leader dares to lead the pack, not follow it.

What is the heartbeat of your company? Are your team members able to describe and share the heartbeat with pride and passion? Ignore the heartbeat of your brand for any length of time or get rid of the people who brought it to life and you’ll find it difficult to resuscitate.

Creating a legendary brand is not just a “one and done.”

It needs to keep circulating through the entire company, driven by a beat that goes on and on and on.

Just like the heart beating in your chest.

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p.s… Throughout the course of the pandemic, we have made every effort to serve small to medium-size business owners with an open heart and no strings attached. That's why we allot a certain amount of time each month for readers like you to schedule a?20-Minute Discovery Session?via ZOOM. If you are facing a business or branding challenge that you are not quite sure how to handle and need to bounce ideas and gain clarity,?we’re only a click away.

YOUR BRAND. WIDE-OPEN.

If you're feeling now is the opportune time to re-position, and differentiate your company or organization, you might want to explore a metaphorical road trip called?THE BRANDING HIGHWAY.?Our in-person and virtual Executive Bootcamps serve as both journey and destination to help your brand emerge as an undeniable, undisputed, "Category of One". Impossible to describe, this unpredictable journey is best understood when you take a quick peek at this Video Overview:

“The most important victory is the one which has to arrive”?ENZO FERRARI

IF YOU ARE PLANNING A SPEAKING EVENT:

The wheels of business turn faster each quarter and your company or industry association may be anxious to stay ahead of the lighting-fast relevance curve. In that respect, we are scheduling many in-person and virtual programs for 2021 with customized content designed to inspire conference attendees to acquire a?“STADIUM-SIZED PERSPECTIVE”.

For more information on scheduling an In-Person or Virtual Speaking Program, send us a note here:?[email protected]

Every week someone asks a question about our videos and more specifically our media partner responsible for the storyboarding, production and editing. Headquartered in the shadows of the CN Tower in Toronto, Ontario,?Defiant Astronaut Media? is uniquely positioned to help business leaders re-think what's possible with this art form and how it can help build your brand. If you are curious about what's involved to get the proper gear to support your own video publishing efforts, here is a few ideas to get started. Click here:?https://kit.co/defiantastronaut

Get daily updates and?continue the DISCUSSION on FACEBOOK ?or visit?www.gairmaxwell.com

“If you choose not to decide you have still made a choice”?NEIL PEART

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