If you were a brand, what brand would you be?

This week I was fortunate enough to be part of the panel assessing the CIPR PRide Award Outstanding Young Communicator candidates.

It was a brilliant afternoon and we met some VERY able and talented individuals who will certainly carve a path for PR and our profession. We asked each of the candidates the question:

If you were a brand, what brand would you be?

During the (long) drive home I started thinking about what brand I would be. One of our candidates said Innocent, which I thought was very clever and actually absolutely represented her character; fun, lively, packed with energy. She referenced their brilliant social media brand persona, which was a great observation.




So who do I think I am? 


  • Like IKEA I have a number of product offerings; from internal and external communications, marketing, from working in organisations or for myself.
  • I deliver campaigns and my work in a practical and time efficient way.
  • I’m completely accessible, approachable and easy to relate to.
  • I stick the basics that I know work and utilise them over and over again as necessary.
  • Some days I dress super bright and off the wall, other days I play it neutral.
  • I’m a problem solver.
  • They don’t believe in hierarchy. There’s a trend that communication is moving from hierarchical to horizontal. That means that our peers and colleagues are leading and transforming our organisational communications. IKEA is doing that already. 127,000 colleagues talk to one another across 44 countries using their social network.
  • I’d also read before about how they celebrate their mistakes. They are also proud to put their hand up to their slip-ups and LEARN from them. That’s a core and key value of mine.
  • They’re consistent to their brand. I’ve been to five different IKEAS; three in the UK and two in the UAE. Their ethos is the same.
  • Ikea has a  a portal where every comment that is written on social media about the business is then shared and listened to by a stakeholder. It’s called a Listening Hub. I like to think of myself as a listening hub too (aspirational?)


After thinking about this on the drive home I decided to look up IKEA’s brand values. From the seven, here are the ones that resonate with me and I get a sense of from their organisation:


Daring to be different
We question old solutions and, if we have a better idea, we are willing to change.

Togetherness and enthusiasm
Together, we have the power to solve seemingly unsolvable problems. We do it all the time.

Low prices are impossible without low costs, so we proudly achieve good results with small resources.

Constant desire for renewal
Change is good. We know that adapting to customer demands with innovative solutions saves money and contributes to a better everyday life at home.


Who do you think you are?


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