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18 QRCA VIEWS WINTER 2 014 www.qrca.org THE TRUE NATURE OF OUR BRAND C O N T I N U E D surroundings, allowing us to connect, identify who is part of our tribe, who we can trust, and who has the same values. It's about mutual respect and recogni- tion. A brand's social proposition dem- onstrates the common values of your entire tribe. When you identify your tribe, look for the common qualities; you'll start to see your ideal customer emerge. Don't forget – you, your busi- ness, and your brand set the standards for this tribe. Brand integrity is about maintaining consistent and sustainable values. Social symbols are the subtle signal of like-minded tribal connections. Like a PhD in education, colored bandanas in gangs, the Nike "swoosh" in sports, and Mr. Clean in household cleansers, every industry, category, and brand has a social mark of belonging. BIG BRAND: Dove's tribe is "The Girl Next Door." She was born in 1957 in white, middle-class America and remains a dedicated member of the tribe. The simple and feminine bird icon has evolved over the years, just like the women who belong to this tribe. As the "Girl Next Door" evolves to seek the truth of real beauty, so does the Dove brand. It's an ongoing cycle of discovery, reinvention, and growth. SMALL BRAND: Is your brand evolving to meet the needs of your tribe? Who is part of your real tribe? When you look at your current customers, alliances, or partners, which ones are ideal and which ones just don't quite fit? What are the common goals, dreams, and desires of the people you serve and surround your- self with? If you are the leader of your tribe, what does your ideal tribe look like? Be authentic about who you are and whom you ideally serve. If your tribe had a symbol, what would it be? FIRE – WHAT BURNS YOU MAKES YOUR BRAND STRONGER The natural element of fire burns at the highest level of value. It represents the "Big Why" of your brand. This value proposition isn't always evident or nec- essary. However, we are talking about evolving human needs. The spirit of your brand cannot be ignored. In fact, this is what separates some of the most successful brands from their competi- tion. Their "Big Why" is tantamount to their reason for being. It's not just about the bottom line; it's about the triple bot- tom line: people, profits, and planet. It's about how you, your business, and your brand align to serve your customers with the highest integrity, while giving back in a way that benefits all. BIG BRAND: When we last left our Dove gal she was seeking the higher truth about beauty. Dove was a successful brand that delivered on four levels of value. But that wasn't enough. They wanted to do more, to give back to soci- ety and make the world a better place. Dove's commitment to real beauty pro- pelled it beyond the traditional brand value, to stand out against the beauty industry by debunking the myths and making their message more meaningful. Thus, the Dove Campaign for Real Beauty was born. SMALL BRAND: For small business own- ers or entrepreneurs, finding your higher purpose or how you give back may not be obvious. But it may be what inspired you to start your business in the first place. Some business owners, however, may find themselves so committed to their higher purpose that they are not grounded in business reality. (In that case, go back to the beginning of this article.) Assuming you have a viable business already and you are looking to up your value proposition with something more meaningful, it's time to identify your "Big Why." If you had all the time and money in the world, brainstorm what you would do to give back to society. How might you align those higher values with the people you serve? This value may come to life through pro-bono work, a dona- tion toward a cause, or simply the way you position your brand against the com- petition. My commitment to nature comes through in every aspect of my brand and resonates with my ideal client. When you market with meaning, you translate your "Big Why" into increased sales in your business. Branding from the Inside Out For any brand to be authentic in deliver- ing these levels of value propositions, the values must be embedded throughout the organization. Branding and marketing are no longer the sole responsibility of the marketing department. Just as it takes a village to raise a child, it takes an entire organization to sustain a brand. Your employees are the ambassadors of your brand. What are the common values and behaviors that make your business better, special, or different? How are you meet- ing your clients' and your employees' fun- damental human needs? To maintain your brand integrity, those brand experi- ences must be consistent, cohesive and meaningful. "To maintain your brand integrity, those brand experiences must be consistent, cohesive, and meaningful."

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