You need to perform the brand that you claim that you are.

Simply put, your performance must be on the same line as your brand. If you portray yourself as a rebel to the mainstream, act it. For example, could you imagine Steve Jobs giving a presentation in a suit and tie? No. Because that contradicts Apple’s “Think Different” image. Here’s some ways you can figure out how to perform for your customers.

Identify who your customers are -  Who are your customers? Are they businessmen? Lawyers? Accountants? Artists? What kind of culture do they belong to? Are they the kind of people to be workaholics, or the kind to knock back a cold one or two at a bar after work?  Whoever they are, you should try to mimic your customers behaviors…to an extent, anyway.

Exemplify values -  Find out the kind of values your customers/cleints hold dear to them. Then adhere to them. In one company I consulted for, culture was everything. Specifically, the idea of unity and working together. Then they empasized it by making sure that they were co-conspirators in the clients’s work; they were partners.

Become the brand – Be what you think the brand is in every way & shape of the form in real life. It shouldn’t take too much, as you already have to work the brand already at work or on the job. Don’t overperform this and turn into an actor, however. Just think what would someone who was your brand would do in a situation.

People like to be around people similar to them (Albeit not TOO similar.) Remember that you are still a business owner and you still need to expect some stuff from people.

Related articles

• A Brand is Bigger Than Performance (blogs.hbr.org)