BRX Pro Tip: How Well Are You Protecting Your Brand?
Stone Payton: Welcome back to Business RadioX Pro Tips. Lee Kantor and Stone Payton here with you this afternoon. Lee, I think it’s an important question to ask periodically, how well are you protecting your brand?
Lee Kantor: Yeah. This to me is a critical element of a sustaining and successful business. Great businesses, you can – you know where they stand on important issues and what they do and what they don’t do, and they have non-negotiable things in there that surround them. And, just like we do with our brand, people know that the guest never pays on our brand. You cannot pay to be a guest on a Business RadioX show.
Lee Kantor: We do not cover politics, sports, religion. We’re not an opinion show. We’re a show where we facilitate interviews with professional business people. We’re business people having business conversations with other business people. We’re very clear on that. Our people are very clear on that. And what happens in some brands is that there starts to be a creep where people aren’t clear. They’re kind of making exceptions, and all of a sudden it isn’t non-negotiable anymore. Now, they’re negotiating. “Oh, well, I’ll have this politician on this week because he’s a good guy and I knew him when he had a business.” And, we’re talking about politics when we shouldn’t be talking about politics or a business show talking about business issues.
Lee Kantor: Now, it’s important to stay clear with this, and you’ve got to be relentless. You can’t kind of bend your thinking when it comes to protecting the brand. The brand is at the heart of everything you do. And if people don’t know what you stand for, then you don’t stand for anything. So, make sure you have a true north in your business and make sure that everybody knows where you’re pointing and where you’re going so they can come along for the ride. If you aren’t clear on your true north, then how can your people be clear on what you stand for and why you do the things you do every day?
