Tony Flow and the Miraculously Majestic Masters of Mayhem

The concept of branding is becoming increasingly important, especially for my clients that work inside of a large corporation. Teams that have enjoyed the steady protection from "statements of direction" and similar corporate propaganda are finding those methods less effective as more teams can step in as direct or indirect competition. To stand out and earn the attention you need, you might think you need to learn about things like identity development, typography, color theory and iconography. You do, but not as much as you think. Take a page out of the songbook of my favorite rock band I mentioned above.

I love the Red Hot Chili Peppers. Their music is funky, raw, powerful, energetic and always puts me in a good mood. They've also built up quite a fan base in the more than 30 years they have been a funk rock outfit. They've come a long way from their early days and their original name.

While these men are musical magicians, one thing we can be sure of is their terrible ability to name bands. Fans like us are fortunate the first name didn't stick. If anything is clear, their success has nothing to do with the fact fans resort to their acronym over their actual name.

But that's the point of branding. It doesn't have anything to do with the name you use. Your logo matters, but not nearly as much as you think. It's about the product you create. It's about your ability to help people connect with why they're alive. It's about how well you do what you do. When it comes to the two founders of the band, their energy and authenticity have become the brand since day one. Consider this quote from an early documentary filmed while the band was recording the album, Blood Sugar Sex Magik.

Being a Red Hot Chili Pepper is about being free and not being tied down to anything, not trying to fit into any mold or any style or any category. As far as a lifestyle that extends to the way you look and the way you talk and the way you act, anyone that would consciously apply any rock & roll clichés to their life obviously would not fit into being a Red Hot Chili Pepper. Someone who has a natural passion and love for music, particularly funk music, would be someone that could be in the Red Hot Chili Peppers.

-Flea (bass player of the Red Hot Chili Peppers)

For those of you building businesses, corporate teams and even bands, remember there is very little in a name. What matters more is the commitment you make to who you want to be. It's about being serious about whom you let in your tribe (and whom you keep out). When working with your creative team, spend less time obsessing over logos, typography and colors. That stuff will come. Decide how you want to define yourself and commit to doing the things that will turn your aspirational identity into a true identity.

Bonus Material

Bryan Stevenson begins his talk with a powerful story to remind us of the power of identity.