Hi, this is Greg. Look for my book The Agile Brand on Amazon or on my website at the

agile. World.

Welcome back to the Agile World Podcast. Over the next few episodes I'm going to talk about what makes a brand successful.

Today I'm going to start with substance.

For a brand to be strong and have lasting success, it needs to have substance. I look at that in a few different

ways. First, a brand needs to have an ideology behind it that's clearly

articulated and clearly communicates that to both internal and external audiences.

Second, it needs to have a genuine experience for the brands audiences that helps build a meaningful relationship.

I'm going to talk about ideology first.

While tastes and fads may change over time,

having a strong vision, mission, and core set of values is something that really shouldn't change and doesn't need to change.

Companies that truly understand this are able to weather massive changes, whether that's disruption in their market,

changes in behavior, changes in usage, all of those types of things.

When customers as well as employees know what a brand stands for, it's

something that allows them to keep a company top of mind. A lot of times that's what it takes to truly be successful is to

occupy that place in someone's mind where again when someone has a challenge, when someone

has a problem, when someone needs something, they know that your company, that your brand, that your service is able to solve that and solve it effectively.

They're able to know that you're able to solve it with a certain level of service.

They know the type of experience that they're going to have when they get it.

That ideology is something that goes through everything from how employees interact with

one another to how they interact with their customers to how customers

interact with with the brand itself and it's something that guides a company over time.

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