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Saturday, July 6, 2019

Brand Matters: The Disney Buses Example

by Ray Keating
July 6, 2019

The Walt Disney Company understands the value of its brand or brands. There is a lesson in this for entrepreneurs no matter how big their businesses, as well as for individuals who should be building their own brand in their careers.

Consider the fact that a change in the buses transporting guests around Walt Disney World has made news. It was announced by Disney that these buses will be getting a new look during the month of July. The outside of each bus will feature one of the “sensational six,” that is, Mickey Mouse, Minnie Mouse, Donald Duck, Daisy Duck, Goofy and Pluto. The interiors of the buses will be spruced up as well, including USB charging ports. 

As stated on the Disney Parks Blog: “The next time you are at a Walt Disney World Resort bus loop, be on the lookout for Mickey and his friends!... The new buses sure do bring a fun look to the complimentary Walt Disney World transportation that resort guests can enjoy throughout their vacations!”

That’s Disney advancing or reinforcing its brand, by providing fun quality service – in this case, working to expand the enjoyment of a Disney World vacation even via the buses shuttling people around – for their customers.

Now, consider the following point regarding one’s brand from an article at Entrepreneur.com:

Your brand is the sum total of your customers’ perceptions, notions and experience. It is the face, personality and the values espoused by your business – and everything in between.

More importantly, every single facet of your business – be it your social media profile, the tone of your voicemails or the way you present, market and deliver a service – captures the essence of your branding and sends an implicit message about how much you respect your own business.

Beyond that, your brand represents who you are, what you believe in and how you want to be perceived by your audience. That is why branding is so important to an organization.

Disney clearly gets this, and so should small business owners and individuals looking to grow and advance their enterprises and careers. How do people perceive you and your work? 

Noted a bit later in the Entrepreneur.com piece:

Your mission is to get them to see you as a dependable thought leader/influencer who addresses their needs or problems with panache, candour and hopefully, better than anybody else. 

Good thoughts. In the end, your brand matters – your own brand and your company’s. And that brand is communicated in so many different ways – even via buses shuttling people around a theme park.

Ray Keating is the editor, publisher and economist for DisneyBizJournal.com, and author of the Pastor Stephen Grant novels. He can be contacted at  raykeating@keatingreports.com.

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