Новые времена Go back to the homepage Your "brand" is a reflection of you Perhaps more than ever, companies are facing enormous pressure to create their ‘brands'. We hear a lot about ‘brand identity' and product recognition, the importance of creating publicity for ever-growing ranges and services. And all with the aim of increasing sales and strengthening market shares. This can be a challenge, especially when consumers are given a wide variety of choices. Whether we are selling cars and trucks, athletic shoes, canned goods, household goods, personal care items or restaurant food, the question is: How do we make sure our products or services are perceived as the best? We can use attractive websites, active social media promotion, business cards, emails and regular postal brochures to raise awareness. Distinctive logos and trademarks are important too. But the question remains: how do we stand out from our competitors? Jay Danzy, a writer and brand strategist, made an intriguing observation. In a social media post, he wrote: "Your smile is your logo, your personality is your business card, the impression others have of you is your trademark, and the desire for others to be like you is your brand. Isn't that entertaining? He said that "your smile" is better than a well-designed, instantly recognizable company or product logo. Business cards may be informative, but a person's personality tells a potential customer so much more. Have you ever thought of a trademark simply as the impact you have made by interacting with someone? We can think of many popular brands, but there is no better "brand" than other people striving to be like us. It's interesting what the Bible says about each of these. A smile can do wonders. Have you ever wondered how hard it is to be friendly or speak kind, encouraging words without smiling. In a world where there is no shortage of reasons to frown, our smile – our "logo" – can make a powerful impression. "A vexation on a man's heart depresses him, but a kind word cheers him up" (Proverbs 12:25). The Power of Positive Identity. A person's personality is more than whether they are outgoing or shy, talkative or reserved. It also includes genuine concern and interest in other people. "Do nothing [by] curiosity or vainglory, but in humility esteem one another as superior to himself. Do not look out for yourselves [only], but each one also for others" (Philippians 2:3-4). Interactions leave lasting effects. A "satisfied customer" is said to be the best referral, counselor, someone who speaks positively about a product or service and causes others to consider it. "And what you heard from me in front of many witnesses, pass on to faithful men who would be able to teach others also" (2 Timothy 2:2). Become someone who is worthy of the expectations of others. One of the greatest endorsements we can ever receive is hearing someone say, "I wish I had the opportunity to run a business like you" or "I wish I knew more people like you." Do people aspire to be like you? "Be imitators of me, as I am of Christ" (1 Corinthians 11:1). © 2023. Robert J. Tamasi has written "Ambassadors of the Marketplace: CBMC's Continuing Legacy of Evangelism and Discipleship"; "Business at Its Best: Timeless Wisdom from Proverbs for Today's Workplace"; "Seeking Life with the Heart of a Shepherd," co-authored with Ken Johnson; and "The Heart of Mentoring," co-authored with David A. Stoddard. Bob's bi-weekly blog: www.bobtamasy.blogspot.com. Questions for reflection/discussion If someone asked you to describe your company's brand or your personal brand, what would you say? What challenges do companies and individuals in the marketplace face today in creating and establishing a brand identity? Do you agree with the statement that personal qualities such as a pleasant, disposable smile and effective personal interaction are as much a part of a brand or trademark as the graphic symbols we use to represent ourselves or our company? Why yes or why no? Turning to considering our "brand" as followers of Jesus Christ, how important are these characteristics if we are to be effective and fruitful in our service to Him and others? NOTES. If you have a Bible and want to read more, consider the following passages: Proverbs 15:30, 16:13,24, 18:20, 22:11; Mark 10:42-45; Ephesians 6:5-9
