Are you looking to become a popular brand in the community in which you operate or is leadership something you value more?
Take a moment to think about the difference between these two words.
We live in a world where popularity is increasingly driving behaviour. For example, how many times have you checked to see how many people have liked your latest post?
This kind of environment makes it harder for ‘leaders’ to survive because by nature they don’t make the popular choices. If we look at our recent Prime Ministers and consider each as a brand. We have a catalogue of people, on both sides of the political fence, who have fallen at the hands of those chasing popularity.
Leadership doesn’t mean ignoring popular demands, but it does mean putting what is right ahead of doing something for a short-term gain.
Now think about it in terms of what is right for your business or not-for-profit brand.
What’s the difference between popularity and leadership?
When it comes to branding, you can rarely be both.
There are exceptions of course, but have a think about this: If you are looking to be the most popular brand, then you are doing what the audience wants. You are listening to their needs primarily first.
If you are looking to be a leader, you’re looking to be innovative and you’re looking to drag people along with you. And often, that means doing things that make people feel a little bit uncomfortable because you know that is right for your business and for your brand.
And far too often, we see people throw both popularity and leadership in as words as their definition or on the front of their website, and they don’t really think about it or have any meaning behind it.
So if you’re using that kind of language, have a think about what it really means and have a think about: do you want to be popular or do you want to be a leader? And is it possible in your business or not-for-profit to be both?