Perhaps more than ever, companies are faced with enormous pressure to build their “brands.” We hear a lot about “brand identity” and product recognition, the importance of creating advertising for ever-growing ranges and services. And all this with the aim of increasing sales and strengthening market shares.
This can be a challenging task, especially when consumers are given a wide range of choices. Whether it's selling cars and trucks, athletic shoes, canned goods, household goods, personal care products or restaurant meals, the question is how can we make sure our products or services are perceived as the best?
We may use attractive websites, active social media advertising, business cards, email and postal brochures to raise awareness. Distinctive logos and trademarks are also important. But the question remains: how do we differentiate ourselves from our competitors?
Jay Danzy, author and brand strategist, made an intriguing observation. In a social media post, he wrote: “Your smile is your logo, your personality is your calling card, how others feel after meeting you is your brand, and the desire for others to be like you is your brand.”
Isn't this entertaining? He said that “your smile” is better than a well-designed, instantly recognizable company or product logo. Business cards can be informative, but a person's personality tells a potential client much more. Have you ever thought of a trademark simply as an influence you had when interacting with someone? We can think of many popular brands, but there is no better “brand” than other people aspiring to be like us. I wonder what the Bible says about each of them.
A smile can do wonders. Have you ever wondered how difficult it is to be friendly or say kind, encouraging words without smiling. In a world where there is no shortage of reasons to frown, our smile—our “logo”—can make a powerful impression. “Anguish in a man’s heart weighs him down, but a kind word cheers him up” (Proverbs 12:25).
The power of a positive personality. A person's personality is more than whether he is outgoing or shy, talkative or reserved. It also includes genuine concern and interest in other people. “Do nothing out of selfish ambition or vanity, but in humility of mind consider each other better than yourselves. Let each one not be concerned [only] about himself, but each one also about others” (Philippians 2:3-4).
Interactions leave lasting consequences. They say that a “satisfied customer” is the best referral, advisor, one who speaks positively about a product or service and makes others want to consider it. “And what you have heard from me in the presence of many witnesses, commit these to faithful men, who will be able to teach others also” (2 Timothy 2:2).
Become someone who is worthy of others' expectations. One of the greatest affirmations we can ever receive is to hear someone say, “I want to be able to run a business like you,” or “I wish I knew more people like you.” Do people strive to be like you? “Be imitators of me, as I am of Christ” (1 Corinthians 11:1).
© 2023. Robert J. Tamasi wrote Market Ambassadors: The Continuing Legacy of CBMC Evangelism and Discipleship; Business at its Best: Timeless Proverbial Wisdom for Today's Workplace; Finding Life with a Shepherd's Heart, co-authored with Ken Johnson; and The Heart of Mentoring, co-authored with David A. Stoddard. Bob's bi-weekly blog: www.bobtamasy.blogspot.com.
Questions for reflection/discussion
NOTE. If you have a Bible and want to read more, consider the following passages: Proverbs 15:30, 16:13,24, 18:20, 22:11; Mark 10:42-45; Ephesians 6:5-9