I’ve been thinking a lot about brands lately. Why do some brands do better than others? Some flounder, some transcend—and it’s not always a reflection of effort or innovation or value.
Brand success can seem random. But that’s the genius of a good brand; it should be so effortless that it makes you think, ‘obviously!’.
The quality of a brand is determined by many factors—logos, voice and tone, vision etc.—but what interests me the most are the oaths, the mantras, the mission statements that yell the brand from the rooftops.
Let’s take a look at some of the best oaths, mantras, and mission statements and what they say about the people who represent them.
Neither snow nor rain nor heat nor gloom of night stays these couriers from the swift completion of their appointed rounds—United States Postal Service
You’re probably thinking, ‘the Post Office, really?!’ Hell yes!
This oath is beautiful. It’s eloquent. It’s pure. It communicates a) a sense of duty b) the value of the community (local and national) and c) a rich, storied history.
Say what you will about the Post Office, but it is a national establishment and will remain as such as long as there are people with messages or things that they need to send to one another. The Post Office’s service is too valuable, their sense of duty too strong to ever see this brand disappear.
Float like a butterfly, sting like a bee—Muhammad Ali
Poetic. Concise. Elegant. Ali had a way with words and nailed this mantra. How better to describe Ali’s fighting style? He moved effortlessly around the ring, dodging jabs, landing his patented right-hand leads in the blink of an eye. How better to describe Ali’s character? At once a ‘pretty’ athlete and revolutionary icon.
Ali personified his mantra. His personal brand will always be remembered as ‘The Greatest’. You can literally do no better than that.
To be Earth's most customer-centric company where people can find and discover anything they want to buy online—Amazon
This mission statement is incredible. It conveys the enormity of Amazon’s reach (‘Earth’), portrays the company as some kind of consumer utopia (‘discover anything you want’) and tells you exactly where you can find them (online). In one simple sentence, you have the best shopping experience on the planet and directions on how to get there!
It’s no wonder this brand is arguably the strongest in the world today.
_________________________________________ - You
The value of your real estate brokerage is largely determined by your brand. What do you stand for?
Put together an awesome mission statement. A mantra. A motto. An oath. Tell your clients who you are and what you’re all about. Put up signs in your brokerage. Get your agents on board. Make it your email signature. Don’t be shy, don’t hold back.
Your oath, mantra, or mission statement is the ideal you wish to uphold with every real estate ‘thing’ you do.
And it’s always, permanently, irrevocably yours. So, build it and believe in it. The rest of us will take notice.
Have any awesome oaths, mantras, mottos, and mission statements you’re particularly fond of? Add them in the comments section below!