What Brand Means to Us
When people speak about brand, they often use the term to mean the name or logo of a business. After all, when one sees the highly distinctive, white-scripted logotype across a red soda bottle, it is hard not to think about The Coca-Cola Company. Similarly, at the sight of vibrant red, illustrated lips and stuck-out tongue, it is impossible not to hear Mick Jagger and the Rolling Stones. While the shorthand is true about brand, it is not fully encompassing. Just as Coca-Cola is not only about soda, the Rolling Stones are not only about rock n’ roll (despite their self-proclaimed album, “It’s Only Rock N’ Roll”). Brand is more than a name or visual element used to represent a company. It is the emotional and psychological associations that a person makes with a business, product or service; and much more.
Having spent the first half of 2020 preparing to relaunch our 45-year old brand, we reflect and offer perspective on what brand means to us at Golden Valley Supply (GVS).
Jeff Bezos, founder and CEO of Amazon, famously once said, “Your brand is what other people say about you when you’re not in the room.” In the current environment, as the country responds and adapts to a global pandemic, ongoing social injustice and unrest, and growing economic uncertainty, we believe a company’s brand now has never been more important.
Simply put, your brand is your promise to your client. It tells them what they can expect from your products and services, and it differentiates your offering from your competitors’. Brand is derived from who you are, who you want to be and who people perceive you to be. All true, indeed, but we believe brand is also a promise to your employees, the communities in which you operate, business partners, vendors, manufacturers, etc. It should define the company’s culture, portray the inclusive and respectful workplace environment, highlight the value of the employee, detail the support for community involvement, and outline the company’s stance on important environmental, social and/or governance issues. Brand is much more than bottom line; it is holistic and reflective of how you act as a corporate citizen.
Elon Musk, founder, CEO, CTO and chief designer of SpaceX, once noted about brand, “Brand is just a perception, and perception will match reality over time.” We respectfully concur.
As GVS embarked on a mission to relaunch our 45-year old brand, a lot weighted on the outcome. The history of our founders. The strength of being women owned. The dedication of our employees. The value of our clients. The relationships with our business partners. And the footprint in our communities.
We are proud of our brand relaunch. It pays homage to our past, strengthens the present and positions us for the future.
Cheers, GVS, to the next 45.
Visit goldenvalleysupply.com to learn more.
President & CFO