How brands are created

There is a Hindu poem:

Thoughts become words
Words become actions
Actions become habits
Habits become character
Character becomes destiny

For organizations and particularly for leaders in organisations we can reinterpret this as:

Thoughts become words
Words become actions
Actions become behaviour
Behaviour becomes culture
Culture becomes brand


The brand of a leader defines team culture, the culture of the team defines behaviour, behaviour determines actions, actions determine what is said, thought and achieved by the team – which defines the brand.

A virtuous or vicious circle, depending on the nature of the input, which goes in both directions continuously.

All of this demonstrates why, as leaders, we need to be mindful of our thoughts and especially how we communicate them and how we act.  If we were to attempt this as a conscious process, we would very quickly seize up, trying second guess how we need to be.

The answer is to start by being very clear on our vision.  What is it we actually want to create?  In order to articulate the vision don’t worry about the “how”, just the “what”.

Once you have your vision, before thinking strategically about “how”, think behaviorally.

How do we need to behave in order to achieve our vision?  The nature of the vision will help define the appropriate types of behaviour.  For example:  A breakthrough product vision will require challengingly innovative behaviour.  An excellent customer service vision will require a sincerely caring behaviour.  A safe operations vision will require paying acute attention to consequences of action and inaction.

Without a clear vision, to inspire our decisions, we are blown on the winds of life, or continuously loop the same circle.  Our brand is confusing, our behaviour is reactive and our communication is unclear, because it lacks direction.

With a clear vision and behaviours aligned to that vision, we are in a good place to think strategically about how the vision can be achieved.  If our behaviour is already aligned to our vision the strategy we articulate will be more coherent and easier to deliver.

There is no one template for a successful organisational culture.  Simply copying another successful organisation, even if it is in the same field, will not deliver the same success.

The culture of a successful school will be very different from the SAS, equally the culture for a successful design studio will be very different from a retail business.

I have drafted a cultural audit survey – if you want to know more about the culture of your organisation or team, get a minimum of five people in your organisation/team to complete the survey.  If you let me know when they have completed it, I will send you an analysis of your team culture.  (Please note – while I develop the process I am offering this for free, however, if there is a lot of demand, I may have to ask for a small payment for the analysis.)

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With love


Neil Crofts
authentic business
+34 646391384
Skype – neilcrofts



About Neil Crofts

Writer, coach and consultant on authentic business and authentic leadership. Neil has inspired and motivated hundreds organisations and thousands of individuals to their highest potential. Neil has written three published books and numerous e-books. Neil is a coach, facilitator and consultant helping people and businesses find their authentic purpose and use it to inspire and motivate them to be everything that they can be. Neil has raced cars, been self-employed, run a company and sold it, been employed by large companies, experienced growth and contraction at the heart of the dotcom boom, tried changing companies from the inside and from the outside as European Head of Strategy at internet consultancy/rock band Razorfish. Neil has been independent for over 10 years and delivered his Authentic Leadership message to a diverse range of business audiences including people at BP, Shell, Microsoft, Kraft Foods, MSN, Jamie Oliver, South Gloucestershire Council, National Blood Transfusion Service, KaosPilots Business School, Fashion company By Malene Birger, German technology company Eleven.
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2 Responses to How brands are created

  1. R.K says:

    I am new to the blog and i find this post very inspiring, also checking the heirachical and autonomous strategies which happens to be a question area for my upcoming examinations on management issues in organisation, its been an added knowledge.


  2. Ayandiji says:

    You’ve successfully de-mystified my prior knowledge of brand development as clearly inconsequential to a greater extent. Your simple explanation on the importance of the exercise has proven more resourceful and invaluable for every Marketing Communication firms to re-strategize for effective brand development. Thank you, sir. It’s been an honour running into this article. God bless

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