Have you ever run into a brand that talked a good game, but when it came to delivering, just couldn’t cut the mustard? Think most cellular service companies (they all say they have the best network, but we all seem to experience dropped calls and bad customer service). What are their strengths? How can we really tell them apart?

Strong brands, such as Nordstrom for instance, successfully identify their core strengths through the eyes of their BEST customers, and continuously strive to deliver more of it. Business books, like Strengths Finder 2.0, advise individuals on how to do this. It’s about “maximizing one’s strengths and not trying to make one’s weaknesses less weak.” The core belief in this book and in branding is, “you cannot be anything you want to be — but you can be a lot more of who you already are.” We can all aspire to be more, but if we don’t utilize the best of who we currently are, we won’t get there.

What are your strengths?

-Jen Travis