TweetI heard an absolutely stunning statement from Tony Hsieh (of Zappos fame) the other day.
“Your brand is a lagging indicator of your corporate culture.”
Think about it. We think of Google as young, fun and innovative. This is their brand.
Google Meeting Room vs. Microsoft Board Room
The culture of Google is described in that exact way — young, fun and innovative.
In fact, part of the Google culture is that no one is ever be more than 15 feet from food and employees are REQUIRED to spend 20% of their work hours working on something INNOVATIVE. It’s literally called “20% Time.”
What About Microsoft?
Microsoft’s brand on the other hand, doesn’t conjure up images of youth, fun or innovation for me. They are more “buttoned-up” and starchy. Much more professional and serious.
People describe the culture of Microsoft in a similar way. Very corporate. Not that there’s anything wrong with that.
But there is no question that Microsoft and Google occupy different brand positions in the marketplace.
Your Tiny Business’s Culture = Your Personality
And that personality creates your brand.
You don’t have a “corporate culture” for your tiny business. You are your tiny business.
- You have no dress code — but your personality has dictated the way that you dress.
- You don’t have a marketing department — but you picked the colors for your logos and the names of your products.
- You don’t have a corporate social media policy — but you decide whether you will cuss, make jokes or be very professional on Twitter, Facebook or Linked in.
Changing A Corporate Culture Is Hard, Changing Your Culture Is Easy
Tony Hsieh’s comment was that (for a corporation) a brand is a LAGGING indicator of the culture of the organization. No question — and for a large corporation it can take years to change a brand position because it can take years to change a corporate culture.
Changing a corporate culture may require changing the organizational chart, changing hiring habits, firing every executive, revamping benefits programs or completely rewriting the employee handbook.
But you don’t have an employee handbook. Do you?
What kind of brand is your personality creating for you? What positives and negatives does your personality bring to your tiny business’s brand?
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{ 10 comments… read them below or add one }
Hi Russ,
Great post!
It always comes back to impression, what stays in somebody’s mind. Everyone has a brand, the challenge is pinpointing it. Scott Ginsberg, of nametag guy fame, says to stick your BRAND/your PERSON out there by being that guy or gal.
I aspire to be like Google’s brand, who doesn’t want to be young, fun, innovative and near food at all times. I bet they have good desserts.
All the best,
ruby Wilhite
@ruby wilhite — I have heard Scott Ginsberg talk about “owning a word” in people’s minds. I suppose Scott owns two words for me — ‘approachability’ and ‘nametag.’
What word do you want to own?
Russ,
I’m looking for a word to own. Any advice on choosing a user name for Twitter?
All the best,
ruby Wilhite
@ruby wilhite — I typically advise people to use their own name for Twitter. Twitter is a social network wherein people like to talk to other people, not necessarily brands.
Hmmm. What word/s do I own, or what words do I want to own…. Might be 2 different questions and this has made me want to go back to a 360 for me to read what others said about me. But, in answer to your question “what word do you want to own” I would want the word to be “possibilities” AND if you gave me a total of 3 words, I would add “connections” and “collaboration.”
I think you own all three of these Karen!
Hi Russ,
For me, I keep my personal brand professional. I don’t write anything or post anything in cyberspace that I wouldn’t mind having my Mom and Dad read.
This doesn’t mean that you can’t express your opinion. Do express your opinion! That is the only way to share your personality / brand for your business. Be thoughtful of what you put out there because once it’s out there you can never take it back.
Best regards,
AMM
@Ann Marie Mayuga — No question that social media and particularly blogs and social networking sites have changed the way we communicate forever — and the Internet never forgets. People can go back and dig up something you “put on paper” years ago. I definitely give opinions and it’s ok if your opinion changes over the years, but your values and professionalism should remain stable.
Brand Yourself – What a concept, Russ!
Great post and you ‘Walk you Talk!’ – ‘Tiny Business, Mighty Profits’.
If you don’t already have yourself shirts and a jacket with that logo and ‘brand’, you should!
You might consider changing your site and email address to reflect this brand.
And when you conclude your seminars and MeetUps, – well, you know what to say!
Thanks!
@Fred Miller — Thanks for the compliments Fred! You walk your talk as well. I just had a discussion with a colleague of mine about whether I should cease branding to my name and start working on Tiny Business, Mighty Profits as the brand. I am giving it some serious consideration.