Winter Wonderbrand

You know the words, right?  “Later on, we’ll conspire, as we dream by the fire, to face, unafraid, the plans that we made…”  It all sounds so lovely, bathed in that warm holiday glow.  But…

It’s one thing to be fearless when you’re comfy and cozy, making plans for the future.  But it’s something else entirely to put your feet on the ground and put those plans into action when there’s skin in the game.

Why?  Because that’s when fear really kicks in.  All the hurdles suddenly rise up to their full height.  Naysayers crawl out of the woodwork to predict doom and gloom.  Second guessers slow things down to a crawl.  Perhaps worst of all, those inner voices sound off, reminding you of all the ways your plans can go south.

Everybody wants a powerful brand.  But nobody wants to step away from the herd and be discernibly different.  Nobody.  It’s uncomfortable.  It leaves you completely exposed and vulnerable.  No one is fearless about this; by its very nature, it’s a fearful proposition.

But some companies are courageous.  They muster up the determination to face those fears, quiet their doubts and move forward with a bold brand even when it’s terrifying.  Don’t believe it?  Read a few biographies of the visionaries who launched lasting brands.  Every last one of them was afraid.

To quote writer Greil Marcus, “yes, fear eats the soul…but not if the soul eats it first.”  It’s unlikely that you can face truly bold plans unafraid in the harsh light of 2019.  That’s okay.  You can still stare down your reservations with courage and conviction, and transform your brand into something remarkable.

(“Winter Wonderland” ©1934, Felix Bernard, music and Richard B. Smith, lyrics)