authentic

Branding

How does your cause construct its brand? Does it start by employing SEO, identifying a target audience, establishing a voice, agreeing upon a style guide, and investing in research? Or, does it tell an authentic story? We can build trust with people and their values, and we can establish a meaningful relationship. We might think we have a connection with a brand, but it is similar to a conversation with AI, all the right sentiments, but no depth or dimension.

United Airlines, Marriott, National Car Rental, Specialized Bikes, and Garmin have all added value to my adventures, but none of them has developed anything beyond a transactional relationship. They provide a service and offer loyalty reward benefits, but there is little to sustain our interaction. For comparison, I support social sector causes and am familiar with the individuals who work for these organizations. The blend of the organization’s vision and the team’s role of serving builds the brand.

When we attempt to advance our brand over people, our relationship with them transitions, diluting our connection with those we serve.

There, But Not There
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Flying back to the United States from Europe, our flight path crossed the Arctic Circle, traveled north of Iceland and across Greenland, and dropped down into Canada. I have been close to the Arctic Circle on land adventures but have never crossed the line of demarcation at ground level. If somebody asks if I have been above the Arctic Circle, technically, the answer is yes, but the answer is not what I would consider authentic.

How might we ask more intentional questions when seeking a factual answer? How might we remain curious rather than accepting the first response we receive?

Earn the Relationship

Transactional human connections might be defined as associations, alliances, tie-ups, interconnections, and links. We earn trust through authentic interactions to define our connection as a relationship. What defines a meaningful relationship to you? How do you add depth and dimension to a treasured relationship? How disconnected are you willing to stretch from someone you trust before the relationship has been repaired or fractured? Is your limit more or less dynamic than a similar journey with an associate or alliance member?

How might we recognize that we earn relationships? How might we acknowledge that we have limited bandwidth and cannot foster limitless relationships? What steps have others taken to merit their relationships with you? What super powers do you bring to a relationship?