Yes, they do have something in common. But let me tell you the story first. My friend and I both majored in marketing and journalism. Our backgrounds were similar as was our education. However, our career paths went completely different ways. I went into advertising, design and marketing. She went into law enforcement. Not just law enforcement. She became a lieutenant and worked in a tough and serious business. After 30 plus years, she stayed on to help pass referendums to build a new jail. I toured that jail (no, it hasn’t opened yet) and was amazed by the planning and attention to detail that was required in every single aspect of what she helped to build. While she worked with the architects and construction engineers who had “some” experience doing this, her years in law enforcement gave her the inside knowledge of what everyone needed, employees, prisoners, trustees, visitors and more. I could tell by what she built that she cared about everyone coming and going, staying and living in this environment. I could go on and on about what I learned and how fascinating it was. And I could go on about how I never want to end up in jail, but if somehow it happened, I’d want to be in her jail.
So where is this taking me? How does it relate to branding? It’s about the engagement of all audiences and attention to detail. Nothing “great” happens by accident. It takes research, analysis, planning, strategic thinking, understanding your audience, executing at the highest level, staying on budget, being proactive, but as you learn along the way, also reactive as parameters change. And it takes a phenomenal amount of attention to detail – in every step of the process to ensure success. Post opening (or launch) it takes great care to nurture what you have built to keep it state of the art, engaging, inviting and functional on every level.
Two completely different paths, two completely different businesses and yet the process converges. While we may not be saving lives in our industry we are making an impact on all of our constituents. And what is more important than that?