Rainy Days. Strong Brands.

I live and work in the Pacific Northwest. And this time of year, there’s one thing on the mind if you live around here: rain. It recently started raining and will probably keep raining until oh, about June of next year. By the time the rainy season stops, there’s been so much rain you end up wanting to build an ark.

After you’ve lived here long enough, you start to get used to all the rain. You also begin to realize that the ongoing, repetitive nature of a long season of rain has a tremendous pay-off: incredibly lush and green landscapes to hike, bike, explore and enjoy.

Strong, well-managed brands are like that long-term, on-going season of rain. Constant and always there, strong brands provide tremendous pay-offs for organizations: incredibly effective marketing efforts that benefit the organization.

To reap that benefit, an organization needs to be committed to its brand. Make sure you’re living up to your brand promise – at every level. Present your brand consistently to all audiences. Manage your brand across every part of your organization. Make sure that brand is front and center in all decision-making.

In the end, you want to make sure the rain water of your brand is on all the time. When you do, the results are profound. Marketing efforts are more effective because your customers know your brand and why they should buy. Sales cycles are shortened because prospects know your brand and can quickly get to the close. Employees are more engaged because they know how they fit into your brand promise.

All that, and more, starts with your brand.

Just like those spring blooms start with the rain.

The next time you complain about the rain, remember that. And remember your brand.