If you or your business were a hotel, what type of hotel would it be?The Ritz? The Four Seasons? Holiday Inn? Red Roof Inn?What is your brand supposed to mean, right from the start?

Can you answer that question in one sentence? Write it down.

Now think about five things you or your company slip into doing that contradicts that pledge.

Write them down:

“It’s just like me (or my company) to…”

This represents the “auto-pilot” you have switched on.

Can you break through that and understand (or have your employees understand, from top to bottom) what kind of brand you want to be?

Can you switch off the auto-pilot so only the real meaning of your brand shows through?

(By the way: There’s nothing wrong with a Holiday Inn or a Days Inn if it’s run right.)

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