Many businesses are determined to be the most popular brand or have the most popular product or service that exists. This reminds me of the kids who strove to be the most popular people in high school. Everything they did was focused on increasing their popularity: how they dressed, what they said, what activities they participated in and who they hung out with. I always wondered why they were so focused on being popular becuase in the end, not only is popularity fleeting, but it is empty in and of itself.
Companies that are hell bent on being the hippest, hottest and most talked about have the same problems, in that hipness is something that comes and goes (and often rather quickly) and the pursuit of being hip actually takes your focus (and that of your employees) away from how to best build a brand.
You see, the people who will stick through your brand through thick and thin are the ones who like you for who you are and what you represent for them, not for your flashy Web site, irreverent radio spots or decked out store or office. They like you because you’re honest and true to yourself and because your goal isn’t to be the most popular but instead the most personable, most reliable and best company in your class.
So let people see your quirks, your foibles, even your imperfections. They make you more human, more personable, and oddly more likeable. Most importantly, they distinguish you from other companies. And when you marry these to your (hopefully) outstanding products and services, they will create loyalty that lasts long beyond today’s popularity contest.
