Moments of pride.
A branding initiative can teach us how to better enjoy life. It can offer people within an organization a chance to take pride in the difference they make in the world, which is a contrast to the normal state of anxious preoccupation with the immediate.
Our collective model of work performance tends to focus on departmental responsibilities and year-over-year analytics. We don’t typically weigh whether a person takes pride in her colleague’s accomplishments. Or why another team member looked so proud at lunch last Tuesday. Or how your founder remains relentless in her pursuit of the mission even during her pregnancy. Yet the regular appreciation of these moments makes a major contribution to our quality of existence. Such moments of pride might feel small because they don’t have immediate, dramatic consequences. So we neglect to savor them, and they fade against a background of distractions and responsibilities.
Engaging in a branding initiative focuses on these very moments. Branding your organization consists of gathering, aligning, and codifying these instances of pride into constellations for us all to marvel at. Just as we might forget to look up at the stars on a dark night, we forget to revel in our pride in the constellations of smiles and victories. When we do, the things that bother us shrink. And when we do, we feel humbled by the evidence of our dedication.
Your brand can present you with a direct, sensory impression of the magnitude of the work you collectively do. Without knowing the exact details of your colleagues’ daily agendas, you’re powerfully aware that they take equal pride in the same pursuit.
A common misunderstanding about branding is that it consists solely of the creative development of a logo and a distinct set of colors. There is a stigma that it primarily follows history and instincts. In fact, it is a deliberate achievement. It is a rational process that builds on the careful examination of experiences and susses out deliberate strategies to guide you to the things that truly fulfill you.