In building your brand, it’s important that your words are congruent with your actions. When CVS wanted to change its name to CVS Health Care, executives knew that selling cancer causing cigarettes was not the image they intended to project as a compassionate health care organization. They eliminated the sales of cigarettes in their stores across America and, in doing so, announced that consumer health was more important than corporate profits.

Do your actions reflect your mission and values? Do both your actions and your words consistently reflect the company brand that you wish to portray? Do you talk of providing good customer service, but fail to return calls in a timely manner? Do you promise on-time delivery only to discover that your delivery is behind schedule? People may doubt what you say, but they will believe what you do.

The story below is a great example of actions speaking louder than words. I hope you enjoy it as much as I did.

“Mildred, the church gossip and self-appointed monitor of the church’s morals, has been sticking
her nose into other people’s business. Many members are afraid of her and don’t say anything
when Mildred speaks out.
Mildred accused Frank, a new member of the congregation, of being an alcoholic. She went on to say she saw his old pickup parked in front of the town’s only bar one afternoon and emphatically
told Frank, along with several others, that everyone knew what he was doing.

Frank, a man of few words, stared at her for a moment and just turned and walked away. He didn’t
explain, defend, or deny. He just said nothing.

Later that evening, Frank quietly parked his pickup in front of Mildred’s house…. walked home….
and left it there all night.”.

Don’t you just love Frank!