Cultivating your brand is like growing a golden goose. By keeping it healthy and working, you get consistent golden eggs. But if you start neglecting the goose and start trying to force it to make more eggs, its health can decline.
It seems like we do this a lot with our brand. We stand for something, but then we end up selling out our brand with unwise transactions that result in temporary gain. We run down our goose by trying to take more from it than it can give.
We need to make sure we understand what it means to brand, and how that provides value to people. It’s different for every company. But if we don’t have good theory about why our brand works, we’re unlikely to be able to make good decisions about how to cultivate it.