Your parents have been telling you this since you were a kid, “Be careful who you hang out with, people will think you’re the same.”
And so it goes with businesses. Your spokesperson, your partnerships, your campaigns; are they positive or negative and do they directly relate to the feeling you want to convey?
I choose to “hang out” with Apple most days, for more reasons than one.
The first is because they go that Last 3% in their philosophy, their product, and their marketing. I believe what they believe and I’m not willing to settle.
The second is because I would love it if people see me in the same light as Apple. Clearly I suck at everything compared to the geniuses who work there, but this gap between my taste and my ability is what drives me towards deliberate practice every day.
The question to you, then, is what brands are being transferred to you and your business? Are you proud of these relationships or do some feel like there’s a little something off in your gut?
If slightly off, then I’d challenge you to “think different” and go that Last 3% until it no longer feels off.
Keep pushing. Peace.