Over the years we have worked with dozens of brands. Some have grown to become multi-billion-pound companies that trade the world over and employ thousands of people and set the standards other aspire to.
What defines these brands far and beyond their business acumen is a culture of bravery. They refuse to play it safe and follow the social norms. They choose to lead as opposed to follow.
But courage should not be mistaken for recklessness. Courage comes from knowing the consequences of your actions and strategically anticipating how you will respond to all possibilities.
When working with a brand that has courage, you get a sense of liberation and that translates through to the work you produce. You find yourself charting new territory and carefully planning the route ahead.
So whilst to your competitors it may look like you are being reckless – the truth of the matter is that you know where you’re going. You’ve scouted the road ahead and are clear on your destination.
Before they know it, your competitors are left staring at your taillights as you pull away and they are left in your dust.
Fear by contrast can and will cripple you. If your brand has a culture rooted in fear, customers, competitors and followers will see it and react accordingly. You will find yourself paralyzed with indecision and that makes you a vulnerable target.
So ask yourself, what sort of brand do you want to be?