What came first, the chicken or the...website?

Humor me as I modify the age old question.

A current project that I am working on has multiple dilemmas revolving around the organization's identity. Years ago a website was set up that has content and functionality that doesn't reflect the current mission of the organization. Add to the mix the need to write proposals to secure business and not being sure how to position the organization or reference the website prior to changing it.

Sound familiar? Marketing plays a massive role in organizational identity and business development. When done correctly it eliminates confusion and differentiates your services from others.

When starting a business there are fundamental rules that should be followed. The first is...state why you started the business? The answer isn't "lowest price and best service" because everyone and his brother says the same. You have a reason you know in your heart as to why you chose to go this route. In addition to establishing your "why" is a set of beliefs that you have about your business and the market you serve. Find a way to articulate those beliefs. These critical points will be at the core of your marketing plan.

When Rollin King and Herb Kelleher wanted to start an airline 40+ years ago they were told they were crazy because at the time 15% of Americans flew and the market was already over crowded. Their response: "We want to serve the other 85%. We don't want to be an airline, instead a champion for the common man." Today we know that airline as Southwest Airlines, one of the few profitable airlines and country's strongest brands. When you fly Southwest you clearly understand the identity, culture and mission of their business.

Marketing becomes a bit easier when using the model Southwest used. They didn't build their website or marketing strategy prior to establishing why they would come to exist in the first place. It's a lesson for aspiring entrepreneurs and businesses unsure of why they lack growth.

A blog with impact

You never have to figure out Southwest Airlines' mission. It is integrated into almost everything they do. Look at their blog for further evidence. 

"Making a Difference in the Lives of Families Facing Serious Illness One Ticket At A Time"

Here's a brilliant example of how Southwest reinforces their company mission, while using social media and their blog to build a strong public relations brand.

"People don't buy what you do, they buy why you do it" - Simon Sinek.

Southwest is more than an airline. In this instance they choose to embrace the idea of helping others who are experiencing adversity in their lives. Not only is it noble, it serves as a way to unite their employees, vendors and customers around goals and objectives of the company. Did you notice I didn't say profit or shareholder value?

Once again, Southwest Airlines shows you what they do well, and reminds you of the importance of demonstrating why you are in business.

Are you nuts...about Southwest?

Work should be fun. Marketing should be fun. And now, Social Media should be fun.

Southwest Airlines fits the name of this blog as they are a company that embraces social media. If you don't smile and laugh while reviewing their blog (aptly named Nuts About Southwest)...have your sense of humor checked. They love to engage with their customers. Better yet, their customers love to talk about Southwest.

On my first flight with Southwest the aircraft was barely off the ground and the flight attendants sitting in front began throwing bags of peanuts down the aisle while capitalizing on the pitch of the ascending aircraft. Everyone was laughing and making sure that their neighbor received a bag. I had not seen that before.

Their social media presence reflects the personality I experienced on my first flight. They are the airline of the common man. They use a no frills approach that suits the traveler who doesn't want flying to be a painful experience. They have just been named as America's Most Desired brand by Forbes.

The lesson to learn from Southwest is important. Be clear about the personality of your brand...make sure your marketing, operations and your employees buy in to the personality. It's rare when companies can pull it off. Southwest does it with flying colors...and nuts!

My Top 10 Favorite Brands of 2011

There were many in contention...but these rise to the top in my eyes:

1. The Masters - Live from Augusta. It's even better when you are live at Augusta. Thank you God! 
2. Twitter - A mesmerizing tool for communication, information, branding and connecting.  
3. P90X - The days of wasting time and money at the gym are over. Hard work, lots of fun. 
4. Wounded Warrior Project - We've come a long way since Vietnam. This is where you find true heroes. 
5. Forward Motion - An emerging small business specializing in helping you take control of your career. 
6. Tim Tebow - A mix of faith, integrity, athleticism and work ethic. It's why he stands out. 
7. Vail, Colorado - I'll skip ski season...but in the summer there are few places better.  
8. Seth Godin - marketing and business genius. Thank you for letting us be part of your world. 
9. Southwest Airlines - A large brand with a great personality. Defying the odds in a challenged industry. 
10. David Feherty - Golf announcer, ambassador, humorist, role model. Makes me proud to be a golfer. 

Merry Christmas and Happy New Year to all!