Razor Branding Blog

6. Do You Synergize?

The 7 Habits of Highly Effective People by Stephen Covey is more than just a time management tool.  The 7 Habits are principles that enable people to be more effective leaders.  Today we look at Habit 6 Synergize.

Habit 6 Synergize is all about working in teams and utilizing collaborative decision making skills.  When the team is synergizing, then effective problem solving will include valuing each other’s differences.  With synergy, the team can build upon divergent strengths while leveraging creative collaboration which will result in innovation.  Basically, the result of the teamwork will exceed the sum of what each of the team members could have achieved on their own.  ”The whole is greater than the sum of its parts.”

From a branding perspective, Habit 6 Synergy is really about finding new solutions to old problems.  If there is one industry that needs some new solutions, it is most definitely branding.  Synergy is the process that companies must use to make that happen.

When everyone from the team brings their personal experience and expertise to the table while taking into consideration the consumer insights, that is when the right solution will evolve. The core of branding is discovery. Discovering who the target consumer is and what will create the emotional connection that will drive them to act.

By working together and appreciating the differences of the team, the differences of the consumer will also be recognized.  No longer is it about just a broad demographic category that lumps disparate people into a bucket with a label.  Instead the psychographic profile can be examined and the differences and be appreciated.

Differences are strengths, not weaknesses - and synergy recognizes that.