Some believe it’s impossible to look oneself in the eye for any length of time without going a little mad. Stands to reason, doesn’t it?

Think about it. How often do we ever really look at ourselves in the mirror? Sure, we stand in front of one almost every day and notice our face distort while we brush our teeth, put on make-up, shave, fix our hair, things of this nature. Seldom, if ever, do we take the time to stop and have a good, long, uninterrupted look in the mirror.

Because a cursory glance shows us the things we like. Certain features like a nose that isn’t too big or teeth that are mostly straight. Or mother’s almond-shaped eyes instead of those round beady ones that sit too close together like Aunt Mabel’s.

A longer look, however, begins to reveal the things we’d like to change, but maybe can’t without a sizeable investment and/or the use of sophisticated modern technology. Sagging skin. Dark circles under the eyes. A few extra pounds. A new wrinkle. A Chicken Pox scar. A chipped front tooth.

A look that is longer and deeper still begins to reveal things that no one else can see, but that the looker knows are there all the same. Deep down in this place are the secrets and the building blocks of one’s character. The value system. The moral compass. The struggle between doing what’s right and doing what’s necessary.

This kind of thing, while indeed rare, isn’t unheard of, however. There are those who have put down the toothbrush, looked deep into their own eyes and given themselves a once, twice, or even thrice over. And they all have one thing in common. (Besides maybe varying degrees of narcissism.)

Immediately following (or shortly thereafter) a session in which one looks deep into a reflection of themselves, a decision to make a change for the better is made.*

When it comes to brands, many people often do what most of us do every morning when we’re standing in front of the mirror. They take notice of some of the quirks, give them a polish and find reassurance in the things of which they are most proud.

Less common are those who give themselves permission to put their brand under deep self scrutiny, illuminating the tumultuous nether regions of the brand and finding something worth changing for the better.

Have you looked deep into the reflection of your brand lately?

*For proof of this, go to your favorite search engine and enter the following text including the quotation marks: “I took a long look in the mirror”

Some have come miles. Some from other cities. Some from other states. All in anticipation of the magic moment when the stage lights shine on one man who will authoritatively hold thousands in the palm of his hand for two hours.

High up in the nosebleed section sits a young man in his mid-teens named David. Observing the crowd, he notices that the auditorium is filled with people of all ages: young children, mothers, fathers, teenagers and even folks who could have great-grandchildren.

Nevertheless, anticipation is high and David continues to scan the room wondering if this show was really going to live up to all the hype. Then, a man with jet black hair wearing a Nudie suit comes out on stage, strutting and gyrating his hips in signature fashion. The crowd surges with energy. Cameras flash. The decibel level spikes. Then comes a lull. It’s just an impersonator.

This happens a few times. Each time the surge is more intense until the energy in the room is so high that David can feel it in his bones.

Then the lights go down. The room shakes from the resulting outburst. Hands are waving. Lights are flashing. The band is rockin’. The King of Rock ‘n’ Roll takes the stage and the crowd becomes a frenzied brew of enthusiasm, disbelief, surrealism, appreciation and admiration.

David is beside himself. Mesmerized.

About halfway through the show, David’s attention is garnered by the two women seated behind him and to the left. While The King lavishly treats the crowd to a sultry rendition of “Love Me Tender,” he wonders what these two women, who seem much too old to be having any fun, are doing there. They seem so out of place even though they are on their feet like the rest of the crowd. They are dressed like they came from the opera. They even have the tiny opera house binoculars.

David waits until the end of the song, then he makes his move. Leaning into the ladies’ listening space, he shares his curiosity.

“Why are you here?” he asks.

Their answer beautifully sums up in five words how even Elvis Presley’s brand couldn’t have survived on his talent alone. “Because he loves his mama.”

It takes more than just a good product to win the hearts of millions. It’s the heart and soul of the brand that really matters. The rest is pure entertainment.

Picture this: A laser beam is aimed at a target. Between the source of the laser and the target is a barrier with two slits carved in it. The laser is fired and the target registers a hit while the two slits are being monitored in order to determine which slit the laser passes through before it hits the target.

Conventional wisdom suggests the laser would pass through either the right slit or the left slit. But the truth of the matter is on the contrary.

Modern physicists have observed something peculiar and unexpected in this scenario. An “interference pattern” manifests between the two slits, indicating that the laser passes (in some form or another) through both the left and the right slit prior to hitting the target. Another experiment involving multiple slits in the barrier between the laser gun and the laser target reveals the same “interference pattern” which is shared by all the slits through which the laser could possibly pass. However, our perception tells us the laser must pass through only one.

While there are an assortment of theories as to “why” this happens, the consensus is that this seemingly impossible phenomenon really does take place.

Something similar also happens in the process of human decision-making. Imagine your business is one of the slits in the barrier between the laser (a need or a desire) and the target (the thing that will satisfy the need or desire).

The interference pattern is what’s going on in the mind of the prospect that will, no doubt, end up filling their need or desire. But, they will not do so without considering all of the information that is available to them, which varies in quantity between individuals. Nevertheless, in most cases, there are multiple options to consider. A daunting task for anyone, given the number of possibilities.

Science suggests that all possible histories of a single human decision occur simultaneously. But only a single outcome is observable. Which is a complicated but liberating idea that leads us to a much simpler one about how to win in today’s competitive market: Minimize the interference pattern in the mind of the prospect by reducing the number of possible paths between the need or desire and the satisfaction to one.

Which is often less about finding new ways to fill needs, and more about finding new needs to fill.

When we think of brands, we tend to think of the “thing” the brand represents. However, the brand isn’t really the thing at all. The brand is the stuff that helps us identify with the thing.

Originally, brands were labels of ownership—

a name, term, design or symbol. However, today brands are defined more by what they do for people, how they reflect and engage them, how they align with aspirations and enable people to do or become more.

Powerful brands can drive success in competitive markets and become one of an organization’s most valuable assets. Thus, when developing a brand, it helps to think in terms of how individuals identify with other individuals.

Appearance
How does the brand look to the world? Like a cartoon character that always wears the same outfit? Or, is it more like a fashion model who is always the same person underneath, but always sporting something new and fresh?

Attitude
When the brand speaks, what does it sound like? Youthful? Old? Authoritative? Caring? Quiet? Loud? Does it ramble? Or does it get straight to the point?

Character
What does the brand represent? What values or social code does it support? Is it deviant or conforming? Self-righteous or humble? Altruistic? Competitive? Authentic?

Emotion
What emotional benefit does the brand offer consumers? A sense of pride? Safety? Self-esteem? Confidence?

Energy
How pervasive is the brand? Is there good energy behind it on the street? Does it show up in all the right places? Does it bring surprises? Or is it predictable?

Intelligence
Does the brand display a level of intelligence that matches the audience? Is it speaking in language they understand? Or better yet, use themselves every day?

Mystique
Does the brand save something for later? What reveals itself late in the relationship? Are you saying everything up front? Or are you leaving people wanting more?

A well-defined brand is a unique and coherent blend of these attributes, which can be thought of as a set of instructions for how a brand behaves. Those who have yet to decide what attributes best represent who their brand is (not what), might be missing out on some well-deserved attention.

Because a better brand is more like a close, personal friend than just another business with a better mousetrap.