Look, this lesson is as old as they come, and it’s for everyone, everywhere. But, it’s critical in branding and in surfing. Be kind. Be a good neighbor. Hold the door open.
In Branding, Actions Speak Louder
People are smart. If you have a positive brand and you say “we care about our customers!” but then they get a $5 charge for their paper invoice, they’ll see right through you. Nothing you can say about customer happiness as a company value will change their minds. If you actually cared about them, you would realized how annoying a $5 charge is for a paper invoice, and find a way around that particular line item.
Reputations are harder to “fix” these days with the free-sharing of information instantly. Make one bad move, and it will take a while to gain trust back. PR companies have their hands full in crises moments, god help them, and many would likely back me up in this genuine request: don’t be ridiculous in the first place please. Live and run your business with integrity, based on the values you project, and you’ll reap the benefits, smaller PR retainer costs included.
Keep the Vibe High – Get More Waves
This is true out surfing as well. I’ve always wondered how one can be SO upset doing something that they tout as a favorite activity, and yet, there are those out surfing who seem to have a bone to pick with anyone in their way. If you get mad while surfing, chill out. I do have empathy for you and the circumstances that led you to this state of mind, but this place can heal you if you let it. Pack that ego away and let the ocean remind you of what matters.
I actually love the camaraderie in the water once you break the ice, and I actively show it, saying “nice wave!” to strangers. More often than not, it’s well received. “Grab this wave, it’s yours!” they’ll say 15 minutes later. Thanks new friend. Don’t mind if I do.
You get what you put out into the world. So if fear tactics and manipulation are your game, in business or the water, be ready for the payback. Find the part of your company, or brand, or sport of choice that excites you the most, and double down on that. Share it. Light it up, and open the door for people looking to do the same.
Keep it positive out there everyone! And when you’re ready to find your brand’s inner light – give us a call, we can help you dig in!
