Is your brand believable?

I am not ashamed to admit that I am a superfan of the Fast & Furious franchise. I have seen every movie multiple times (just saw 7 last night, so many tears!), and any time one is on TV, I find myself sucked in again. There’s just something about these action-packed, insane, funny, beautiful movies that gets me every time. Why on earth would a movie that is centered around extreme, out-of-the-box action scenes sit so dearly in my heart? I realized that I can trace my answer back to one thing: believably.

If you’ve ever seen a Fast & Furious movie, you know that the main character, Dominic Toretto (played by Vin Diesel) places family at the highest importance. And in the movie, all of the actors do an amazing job to make their “family” look so real. How? Because they’re all a big family on and off the screen. They live and breathe what they do and who they portray, and it translates to the big screen beautifully.

This is an important lesson that can be translated to many other areas. Specifically, though, I want to talk about brand. Is your brand believable? Do people trust that your brand’s mission translates to your brand itself? Here are some examples of big, successful brands and their mission statements.

Coke

Coca-Cola: To refresh the world, inspire moments of optimism and happiness, to create value and to make a difference.

Nike

Nike: To bring inspiration and innovation to every athlete in the world.

Google

Google: To organize the world’s information and make it universally accessible and useful.

How believable are those statements pertaining to their brands? Pretty believable, right? How do you think they were able to make them believable? Through their actions, of course.

Coca-Cola: Coke founded the Coca-Cola Foundation in 1984, with the goal of enhancing the sustainability of local communities worldwide. This Foundation has since partnered with international organizations to promote water stewardship, women’s rights, healthy and active lifestyles, community recycling and education, as well as disaster relief.

I think they’re making a difference.

Nike: Through the Nike Foundation, Nike leverages the power of their employees, brands, consumers and partners to create positive, long-term changes that increase access to sports, empower girls and women in the developing world, and support the communities we live, work, and play in.

Oh, and by athlete, Nike means “every person with a body.” 

Google: The Google Foundation focuses on many different important efforts. To name a few, they are working on fighting disease, increasing environmental responsibility including protecting wildlife, improving computer science education, fighting human trafficking,  and empowering women and girls. All of this is done through technology – working to develop smarter, better, faster ways to make a difference.

Takes a lot of information. 

These brands have been able to make their messaging believable, because they live and breathe what they say every day. It’s great to have aspirations and values, but if your company and brand are not living them, then how are you going to be believable? If you stay true to your mission at the office and at home, people will notice.

#EmilyFayeSays

PS: for other FF superfans like myself, you need to watch this extended Today Show interview with the FF cast – I promise you tears and laughs.

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