It’s critical that senior executives are fully behind the mission, vision, message, and identity of their company. Along with that, getting all other employees to align with and commit to what the brand stands for is crucial in order for companies to achieve ultimate success. After all, if company executives and employees don’t love the business, why, then, would consumers, customers, or clients?
However, one of the greatest pitfalls when it comes to company leaders loving their own brand is loving their brand — but a little too much bordering on “brand narcissism.”
These are executives who are so singularly focused on their brand that they miss growth opportunities in other business sectors because “It’s not really our brand.”
Your mission should define your brand, not the other way around.
Think for a minute that Nintendo originally made playing cards. Before being in every office in America, Xerox sold photography paper. Would they have grown to significant international corporations if they had remained on brand? Doubtful.
That is, of course, the extreme version of having a case of the “brand blinders,” also known as brand narcissism or brandcuffs. However, take a minute to consider if brand blinders, though maybe not as severe, are hurting your company.
Your company is a continual work in progress. Resting on your laurels at any point, no matter even if it’s just for a brief spell, is a mistake — and a big one, at that. If you can’t see the forest for the trees, how can you have a positive long-term strategy?
In order to guide your company forward, you’ve always got to be on the lookout for any and all weaknesses and places with room for growth. At the same time, you’ve got to be very conscientious of all competitors making leaps and bounds, or even just baby steps, in innovation.
Finding the right executive leadership means finding someone who knows when to hold strong to the brand and when to move the company forward. It is a skill that is learned through previous business experience, but it is not a lesson everyone learns.
So be open to new ideas in your industry, and pay special attention to feedback from your clients or customers. When you realize you’ve made missteps, don’t be blinded by love. Be intent on making adjustments, and then move on ahead toward the future.
