I have always been infatuated with the power of strong brands. Since we started this business 10 years ago, we tried to build an organization—and a brand—that reflected who we were as individuals and what we thought our customers valued the most:
– Positive Energy
I learned to appreciate the power of the brand by working with branding guru Tom Lanen of ThomasBoston, who taught me about brand equity and the need to constantly and continuously protect and preserve and strengthen your brand. “Protect it at all costs,” Tom said. “Be true to yourself—and true to the brand. Always.”
At first, we focused on building the brand through traditional marketing. We focused on the tools we use to tell our story, things like our name, logo, tag-line, website, collaterals, etc. And we built a solid foundation.
But Tom also taught me that you build equity every day with every little decision you make along the way, which sounds simple and easy. But if you are growing, how do you continuously protect and preserve and strengthen the brand when more and more people get involved?
That’s where brand becomes culture.
We are in the service business, and our brand is really our people. We have built our brand by building our culture to attract the people who reflect our values and our priorities in the market: integrity, service, creativity, commitment, innovation, excellence, positive energy, and passion.
We have been very lucky to attract the right people. But we’ve been purposeful as well. It doesn’t happen by accident.
It’s been almost 10 years now, and I think we’ve done a pretty good job. When people think of Ovation, they think of these qualities. And that makes me proud of our brand, and proud of our people.