Paul Lewis, founder of lewis andersen, writes:
I read a thought provoking blog post the other day, by a former colleague at the RSPB. She was extolling the virtues of ‘cathedral thinking’ for saving threatened wildlife and the places it depends on.
It took 250 years to build York Minster.
The people who conceived it, and most of those who built it, never saw the magnificent results of their dreams and their toil. Nor did their children and grandchildren. They were driven by a higher purpose. They had a clear vision of what was possible and the dedication to make it happen.
Just like the RSPB with its vision to re-create vast swathes of Caledonian pine forest across Scotland and huge tracts of rainforest across Sumatra, they believed in creating something extraordinary for the enjoyment and benefit of future generations.
Visions require a mindset focused on future legacy. Not on short term gain.
Great brands are driven by purpose, vision and values.
Whatever the changes to style, tools and tactics, the essence of a brand and the promise it makes should be consistent and enduring.
- Apple has always been about simple, innovative design that enhances people’s lives.
- Patagonia has always been about rugged, technical clothing for active outdoors people who care about the environment.
- The RSPB has always been about mobilising people’s passion to save threatened species and the special places they inhabit.
To articulate the essence, personality and promise of your brand clearly and consistently, you have to define your organisation’s higher purpose, your vision of what’s possible and the values that drive you.
To build something that lasts, follow the example of architects, conservationists and campaigners.
Have a vision for the future and for what you’ll leave behind. Don’t just dwell on the challenges of the next twelve months and fixing your bottom line.
Building your brand is a long term investment in growing a successful and sustainable business - not a short term fix. While it's not normally a 250 year investment, it's certainly not something you can expect to deliver dividends overnight.
Otherwise you risk ending up as just another ‘here today, gone tomorrow’ organisation, without any true passion or purpose.
And you'll get lost in the rush to make money rather than meaning.
What's your take on the role brand building plays in long term investment v. quick fix?
Are there brands that have endured 250 years or more?
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Paul Lewis is the founder of lewis andersen, a brand consultancy based in Cambridge, UK.
Photo credit: vgm8383 via photopin cc
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