Brand Matters: Brand Sabbaths
Unlike the infamous Energizer Bunny, who has unstoppable energy, most brand leaders simply don't. Even the most enterprising leaders must manage their companies' limited resources of passion, dollars and time.
In today's frenzied pace, this is a practice that rarely gets intentional and quality "thinkabout" time. We think our energy pie is limitless, that true grit will somehow always carry our goals, that we'll find budget money somewhere and that we can do it all. It's a breathless pattern for brands these days.
Our "just do it" impulsivity sometimes tricks us into thinking we are making progress. But, in fact, we may very well be regressing. Many companies actually unintentionally add to their customers' brand confusion by all these activities.
We need to pause. We need to consider giving ourselves a bit of a brand sabbath. Yes, that ancient spiritual practice of rest and reflection. A time out for refreshment for our brand souls. A time to reflect on exactly where we are spending our energy and how we are living our brand days. The busier we are, the more this time of brand spaciousness is critically required.
The type A Energizer Bunny in all of us balks at this. We resist it fervently as we jump into execution, execution, execution. We get charged up by ticking things off our brand "to do" lists.
I can hear the backlash chatter already: "But I can't take the time right now. It's impossible to stop. Who will do it all? This is important. Very important. This is urgent. Very urgent. This is for The Board. This is going to have high visibility. This is a make or break. If we don't do it now, our competitors will." And on and on and on. Living in crisis mode, we tend to specialize in resistance.
Andrea Syverson is the founder and president of creative branding and merchandising consultancy IER Partners. For 20+ years, Andrea’s joy has been inspiring clients with innovative approaches to branding, product development and creative messaging. She’s the author of two books about brand building and creating customer-centric products that enhance brands: BrandAbout: A Seriously Playful Approach for Passionate Brand-Builders and Merchants and ThinkAbout: 77 Creative Prompts for Innovators. You may reach her at email@example.com.