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Great companies do great things.
Smart companies solve real problems.
Caring companies make people feel good.
People-first companies put themselves last.
Innovative companies continually surprise the marketplace.
Loving companies never say no.
Service companies provide things people need before they ask.
Charitable companies give discreetly.
Creative companies fix what appears unbroken.
Real brands don’t talk about what they do. They just do it. All day. Every day. Everywhere they are. They do it with dignity. Sincerity. Attention to detail.
Do this and you’ll never have to resort to screaming from the mountaintops to prove what you are. The people who come in contact with you will do that for you.
The day you can silence your noisemakers and no longer use them to try to convert the marketplace into believers will be the day you become a real brand. More importantly, that’s also the day you start becoming the very thing you’ve been saying you are.
This is exactly how branding works. It’s also how being human works. Say what you mean. Do what you say. Clearly. Honestly. Succinctly. No gimmicks. No complicated strategies. Just focused action.
Smart industry takes and creative inspiration.