Over the holiday I got the books Now, Discover Your Strengths and the new edition of it, Strengths Finder 2.0 placed into my hands. That first book’s been hanging around the bestsellers list for awhile so I jumped on the computer, took the test and figured out my strengths. What I gained was a new appreciation for what I am good at, and the unexpected bonus—a great way to think about branding.

To sum up the authors’ point, our culture in the United States focuses mainly on shoring up our weakness. We try to fix the negatives and gain what we are lacking—thinking if we do we will move forward. The belief outlined in the books is that by building on our strengths we actually set ourselves up for far greater achievement then focusing on weaknesses ever can. So I’m reading, drinking some eggnog and thinking this is sounding like the way a company should be thinking about their brand. My favorite quote from the book is this, “You cannot be anything you want to be—but you can be a lot more of who you already are.” That thought is not only key for the individual but also for the organization. In an in-depth branding process a company makes a shift from trying to be what they want, to revealing who they are. Then the brand strategy is focused on building the brand on top of their existing assets and strengths.

Take a moment to think about your company’s brand. Is the energy focused on fixing weaknesses or building strengths? Have you focused on your key differentiators or are you trying to be all things to all people? Do you know where your niche is in your industry? Do you know your brand strengths?

- Krista Joy Johnson