Don’t set out to build a brand, set out to build a community. Build a place in hearts and minds and memories. Build a movement. Build a collective of beliefs and standards and by that a collective, focused group of advocates.
That collective group will help you build the brand.
Even when it comes to persona or personal brands, from actors to athletes to world leaders, it isn’t about that one person. It’s about what that one person stands for in the hearts and minds of fans and colleagues and competitors. It’s about the ideals or values represented by that individual. It’s about backing up your talk with the walk. It’s about communication and follow-through.
What I’m saying in all of this is a “brand” is only as good as those who stand behind it. Not just the founders and c-levels but the community that gathers to help carry the flag and share in telling the story.