Take, for instance, how we celebrate our respective Independence days.
Tomorrow, Americans will celebrate the 4th of July–a day of fun, festivities and fireworks. It’s a big deal.
Meanwhile, Canadians celebrated their Independence day on July 1–lovingly referred to as Canada Day or Canada’s birthday. It’s kind of a big deal. But it doesn’t hold a Roman candle to the hooplah that goes on in the U.S.
If both holidays are about the exact same thing–independence from Great Britain–why are they so different? Brand and history.
An exceptionally brief history lesson: Whereas the United States fought for its independence, Canada came into being because Great Britain decided to create a new country out of three existing colonies. <end history lesson>
Just like organizations, many elements inform a country’s brand. History is one of them.
Canada’s brand is understated. It is the mosaic to the American melting pot. Courtesy is currency.
Rabble-rousing and a serious independent streak are what got the United States its independence, so it’s no surprise its brand is more boisterous and extroverted.
Had the United States and Canada been formed in the same way, they might be more similar in terms of their brand. But, contrary to popular opinion, they’re really very different. (If you’d like a more exhaustive list of how they differ, email me and I’d be happy to enumerate.)
History matters. Why and how your organization came into existence matters. It’s where the story of your organization begins.
If you were going to have an independence day for your organization, when would it be? What makes that date significant?