A few years back, the term “brand love” became a fashionable way to describe the affinity people felt for a brand. In the industry, we all looked for ways to generate that brand love. Looking back, I realize that was the wrong way to approach it. Love was not something to be generated. It had to be earned.
Excellence is not enough
I’ve worked with some organizations that believed that all they had to do was be the best that they could be. Unfortunately, being the very best we can be is not enough.
For starters, it is too easy for competitors to spin up an offering that rivals ours in today’s world. Call it the curse of technology.
That aside, this line of thought of ‘just being the best we can be’ is incredibly inward-focused. It’s all about the organization without a mention of those the organization hopes to serve.
If we want to earn that brand love, we need to focus on those we hope to serve.
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Shifting our focus
So, how do we make the shift? Here are some thoughts:
- Having a great offering is, well, great. But honestly, it’s just table stakes. It doesn’t mean we can’t feel good about our offering. It just means that we…
