The Soul of a Brand
The Soul of a Brand touches on the similarities between an ideally branded company and Buddhism. Let’s add this to the Monocle and Online Friendship required reading material.
let us substitute here the achievement of our hero brands: a true connection with one’s community, a place of insight that creates meaning and relevance for the individual. In the discovery of a brand’s soul, this is our greatest aim.
The Buddha state is approached through an ongoing process of observation and investigation called Dharma, the Path. This course to enlightenment is divided into three broad stages: Wisdom, Ethical Conduct, and Mental Development. Each step toward self-knowledge on the individual scale can be mirrored in this broader picture of the creation of a brand.
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Mental Development (Right Effort, Right Mindfulness, and Right Concentration) is the process of developing insight into the true nature of things … In branding, this is the realm of effective research; by observing and recording the needs, wants, and viewpoints of a diverse group of stakeholders—clients, consumers, and competitors alike—brand researchers can arrive at a holistic understanding of the context in which our companies operate. Our investigation must be free of a prejudicial framework, removed from the noise and common wisdom of the marketplace. Only then are we truly listening. By maintaining an open mind, brand strategists enable the equal observation of patterns and behaviors, drawing connections between elements we may have assumed to be oppositional.
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Ethical Conduct (Right Speech, Right Action, and Right Livelihood) … The process culminates in the development of a brand essence (what the brand stands for), brand character (the key attributes by which it acts), and brand positioning (the direct benefits offered). The attributes of the brand, now recognized, are engendered through external representation. Every brand touch-point should fall in line with this core identity. …HR, admin, and operations are as vital in this effort as marketing, product creation, and service experiences. When all energies move in a unified direction, the message acquires strength enough to resonate with consumers.
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Wisdom (Right View and Right Intention) … Brands that seek a strong identity must make a continual commitment to the process of self-discovery and enlightenment. If we look once more at our hero brands, we see that these companies have rethought their offerings consistently throughout their histories, expanding and altering their efforts in reaction to a changing world. Branding is, at heart, a constant cycle of marking progress, assimilating new realizations, and taking appropriate action. Soulful brands stay connected to the societies around them: communicating with consumers and eliciting feedback, undertaking research to understand shifting human perspectives and technological developments. Challenges and opportunities emerge and adaptations are made as the brand evolves to higher planes.
