Mary Poppins Had It Right

I wanted to share a personal story that got me thinking about why this all matters — the whole branding strategy thing — not just for business, but on a personal growth level as well.

The other day, I was watching Mary Poppins with my kids. In one of the scenes, Mary goes into a very sing-songy bit, reminding us that “a cover is nice, but a cover is not the book.” It’s a charming tune, but it carries a deeper truth that resonates with both branding and personal development.

How often do we get caught up in the surface-level aspects of our lives — the image we project, the roles we play, the immediate impressions we make? These are important, no doubt, but they’re just the cover. The real essence of who we are goes much deeper. It’s about our values, our mission, and the experiences that shape how people perceive and connect with us. In essence, our identity is our brand.

Why This Matters

In the same way that a brand’s identity is more than its logo, our personal identity is more than our outward appearance or what we do for a living. It’s about the stories we tell, the consistency in our actions, and the way we make others feel. This got me thinking about the parallels between building a strong brand and building a strong personal identity.

Going Beyond the Surface

Think about your favorite brands. What draws you to them? It’s likely not just the logo or the catchy tagline. It’s the story they tell, the consistency in their message, and the way they make you feel. Similarly, what draws people to us isn’t just our outward appearance or our job title. It’s the values we hold, the way we treat others, and the authenticity we bring to our interactions.

Apple: More Than Just a Brand

Apple, for instance, isn’t just about sleek designs and innovative technology. It’s about a promise of simplicity, elegance, and user-friendly experiences. This goes beyond tech — it’s about understanding and fulfilling human desires for simplicity, elegance, and functionality.

Patagonia: Values That Resonate

Patagonia isn’t just about outdoor gear; it’s about a commitment to environmental sustainability and social responsibility. Their mission to “save our home planet” is a core part of their brand identity that resonates deeply with their audience. When customers purchase Patagonia products, they are supporting a company that aligns with their values and beliefs about protecting the environment. This alignment with personal values creates a powerful, lasting bond.

Nike: Empowering Others

Nike’s branding goes beyond their iconic swoosh logo and “Just Do It” tagline. It’s about empowerment and inspiration. Nike’s messaging consistently promotes the idea that anyone can be an athlete and achieve greatness with the right mindset and effort. This emotional connection motivates their audience to push their limits and believe in their potential. Nike’s branding taps into our innate desire to strive for more, to break boundaries, and to embrace our inner strength.

The Layers of a Strong Identity

A strong identity, whether for a brand or a person, is multi-dimensional. It involves a clear understanding of our mission and values. It includes knowing who we are and what we stand for. It’s about being consistent and trustworthy, showing up as our true selves in every interaction. And importantly, it’s about following through on our commitments — being reliable and building trust over time.

The Antithesis: When Surface and Essence Don’t Align

But what happens when the surface-level aspects of our lives don’t mesh with our deeper values and mission? When our image, roles, and immediate impressions don’t align with who we truly are, the results can be catastrophic. Just as a brand that over-promises and under-delivers quickly loses credibility, we too can face a disconnect that leads to mistrust and disillusionment.

In business, when a company’s projected image doesn’t align with its core values, it can lead to failure. Customers quickly see through the facade, and the lack of authenticity erodes trust. For instance, if a company markets itself as environmentally friendly but its practices tell a different story, the backlash can be severe. This misalignment can result in lost customers, damaged reputation, and ultimately, business failure.

Why This Matters to You

You might have read all this and thought “why on earth does this matter to me?”. Truth is, understanding ourselves better and building a strong personal identity can be transformative. It helps us navigate life with purpose and clarity. It allows us to build deeper, more meaningful relationships. And it helps us create a life that is authentic and fulfilling.

And speaking candidly, I think there’s not a person whose life wouldn’t benefit from this approach.

Final Thoughts

So again, why does this even matter? Because life, like branding, is not just about making a good first impression; it’s about creating lasting connections that go beyond the surface. It’s about understanding what lies beneath the cover and using that knowledge to build something meaningful and enduring.

As I reflect on this, I realize how crucial it is to look beyond the obvious and explore the deeper connections we can create in our lives. Our identity is our brand. This journey is about more than just success; it’s about understanding ourselves and how we interact with the world around us.

More next week.