If you listen to country music long enough, you’ll come to realize that there’s a song about just about everything (Trace Adkins even sings a song about that). Lately I’ve felt a lot like Kurt in Brad Paisley’s “Famous People.”
The song’s all about how in small towns, when anything interesting happens, the whole town remembers. Well, a few weeks ago, the Whitehorse Star posted an article on the -60.7° Wrestling Club that I’ve recently started up here in Whitehorse and since then, it feels like everybody I meet recognizes me: “Hey, you’re Steve Rennalls, the wrestler.”
That title isn’t far off because before aasman, I had a long and modestly successful career competing in freestyle wrestling, one of two Olympic disciplines. For many years, even while I was still competing, I knew that I wanted some day to pass on the technical and life skills that my coaches and mentors invested in me. See, wrestling isn’t just something I did. The sport shaped, grew and molded my very personality—who I am—and that is reflected in the way I perceive and interact with the world… Really, it’s a part of my own personal “brand.”
Companies too go through this process. Products, services, employees, customers and past experiences all have deep impacts on the “personality” of a company. And that personality, as my past blogs have shown, is your organization’s brand. If a brand is your company’s personality, then logos, taglines, and colour palettes aren’t brands; they are expressions of a brand. Branding exercises, workshops, and interviews don’t create brands; they articulate them. A company whose brand is articulated is a company whose personality has been expressed as benefits and values.
Personally, that means a shift in the expression of my brand from athlete to coach and I look forward to shaping the personal brands of many young minds and bodies here in my community. At the same time, I look forward to helping companies articulate their brands and express them in their communities so that they too can become famous in a small town.