The Brand Mistake You Must Avoid

Posted on August 17th 2014

The Brand Mistake You Must Avoid

You need help to build your business. You need people with expertise, with skills and most of all you need people to share the workload.

Whether we are hiring new talent or outsourcing services, there is one thing that must never happen…

You must never outsource your soul.

The soul of your brand is essential to the growth of you business and the differentiation of your brand

Do you know the soul of your brand?

I don’t mean what you do for a living, I mean the why…

I don’t mean what the brand statement says, I mean how you feel about your business…

I don’t mean the logo, I mean what is at the heart of why you do what you do…

What is the soul of your brand?

The soul of your brand is what makes you different. It is what guides you in every decision you make. It is what you feel strongly about and that you live every moment of the day.

The soul of your brand is what drives every decision, every interaction and every business objective.

It is who you are. It is how you feel. It is the DNA of your brand.

The power of knowing the soul of your brand

The soul is the driver. The soul is what makes your business different. Your soul is the reason to buy from you. You soul is needed for clarity in all that you do.

The problem is that we drift as we grow. As we hire more, outsource more then we see processes being outsourced not part of the soul of your brand.

But beware. Successful brands NEVER outsource their soul.

You need to protect it, nurture it and keep the soul at the heart of what is done – whether it is in your control or not.

How do you do that?

By being clear about what is the soul of your brand and ONLY choosing the people, the suppliers who embrace the soul as well as the work. And understand they can only embrace it if they know what it is and are clear that their performance will be judged not only on the work but on the how of the work.

We work hard to build brands. The sad part is that we often don’t work hard enough to maintain, protect and nurture that brand. Protect your soul at all costs and with that protection brings a clarity of thought that will bring huge financial benefits.

The post The Brand Mistake YOU Must Avoid appeared first on The Engaging Brand.


Anna Farmery


Well, I qualified as a Chartered Accountant with KPMG before joining the printing industry as a Financial Controller. I was lucky that I worked for a truly inspirational leader who recognised some kind of talent for leading people and at the ripe old age of 25 I was promoted to Managing Director. I knew then that I loved developing and inspiring people to bring out that talent that I believe is inside all of us.

I continued in industry working for FMCG companies for 20 years latterly as a Group HR/Finance Director for a major worldwide brand but then decided to establish my own company - The Engaging Brand.

I guess that I am really proud of building The Engaging Brand as I started with a budget of only £500 and now it is a successful thriving business that has helped many others achieve their dreams – all done through social media. Engaging people internally and externally with your brand is so important and I love helping people find innovative ways of engaging people in this hectic modern world.

The Engaging Brand was my dream of working with passionate people who want to grow their businesses through social media – often on tight budgets.

Much of my time is spent speaking and delivering workshops on branding, social leadership and social media.

As for my style well, I love this quote from a Melcrum event that said I was  "a ball of energy and crammed packed of ideas".

I also produce The Engaging Brand podcast - nominated six years running for the Best Business podcast – which is my way of giving something back to the business world which has been so wonderful to me. The show interviews a wide range of people looking for creative ideas of how to develop both you and your business.

And a recent addition to the CV is a 1st Class Honours Degree in Law, which I am very proud of and hopefully will be progressing on to a Ph.D researching social media and the effect on the modern employment contract.

If you want to contact me directly to see how I can help you grow your business then you can

Phone me on +44 (0)7914 381864

E-mail me at [email protected]

Or engage with me on twitter at

Awards and Recognition

The Engaging Brand names in Top Leadership Blogs
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The Engaging Brand podcast voted in Top 10 of Small Business Radio
Nominated for Best Business Podcast at the Podcast Awards 2007, 2008, 2009, 2010 and 2011
The Engaging Brand podcast voted in Top 10 Marketing Podcasts
Voted in Top 16 Most Valuable Podcasts
Listed in the Small Business Top 100 Small Business Trends
Reviewed on Cool Podcasts
Voted 21st in the Top 100 Best Business Blogs
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