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1334 Article, Brand, Culture, Purpose

Not All Growth Bears Good Fruit

We are all becoming quite skilled at recognizing the spam that clogs our inboxes.  By now, we know we are just a click away from some malware infestation that some of us – "once bitten, twice shy"—avoid like the plague, even when we cast poorly identified birthday cards from our best friends into our digital trash bins.  Falsity abounds, yet many false brands seem to work, and I think my tempting green shoots show us why.

The patch of soil in question before the grinding wheels of my tiller, once held an abundance of pumpkins.  There, they thrived, and spread their seeds, as the winter froze open the remaining fruits.  Yet seeds and their promise are only part of the story, for as a wise sage once said, “it is by their fruits that you shall know them.”  Some brands promise a lot, from athletic prowess to automated data processing, to recovered youthful vigour.  The promise is intoxicating, but the taste is often sour.  It is easy to look like a seed.  It is much harder to grow to true promise and bear the fruit of a known quantity than the lush greenery of an unfulfilled promise.

Some brands promise a lot. The promise is intoxicating, but the taste is too often sour.


At The Telosity Company, we think of each brand as having an “archetype.” This “archetype” is the brand’s identifiable true form.  It is a character that can be delivered, celebrated, and lived.  Your brand is not merely the attractive promises of what might appear, but rather the rich satisfaction of a promise found true.  One that grows ‘true to form’ that bears its fruit “in season” not merely when convenient.

Most of us have been subject to one personality test or another.  We read with both bemusement and intrigue the reports of our personality preferences vis-à-vis others. And our friends delight in pointing out the irrepressible consistency with which each of us seems to live true to form.  Such typology, while inherently limited, is often helpful in identifying patterns of behaviour with which others, and occasionally ourselves, are undoubtedly familiar.

Brands and the companies that they represent also grow and bear fruit true to form.  The founder of a local organic food producer is relentlessly cheerful and optimistic, so too is his business.  A global advertising agency with thousands of employees is always first with the best thinking but struggles in execution. A bright technology startup wants its customers to experience personalized service, yet the lack of empathy in its culture impedes its brand.  In many ways, every brand emerges from a founder culture and rarely do they stray far from their DNA.  The cultural transformation of companies is not unlike the success of long-lasting relationships whose members have long stopped trying to change the foundational DNA of their life partner.

The real evidence of a healthy brand is not what is said or claimed, but the experienced fruit.  Some business interactions just leave a bad taste in our mouth.  Lots of CSR (community + social responsibility) claims are well articulated, but poorly lived. Some questions to reflect upon:

1. In moments like COVID, the true character of our brands is being revealed.  I wonder, do we actually like what we see?

Dan says, “The foundation of brand activation lives in the development of a brand archetype. An archetype brings to life the personality and character that will be outward facing in the marketplace. It becomes a filter for all outward communications, so you are truly living your brand. We can help you build a brand archetype that embodies the identity of your organization to give it a voice.”

2. As we scramble for revenue, is our character being conformed to some other standards?

Dan says, “We all know cash is the lifeblood blood of an organization. There is a lot of truth in that statement as it keeps the lights on in an organization to continue to deliver on a brand promise. However, there comes a turning point where hard decisions have to be made around the right fit for an organization. When we help you put together a brand archetype, it provides clarity and a grounding to stay true to the core identity of your business. This is how brand trust is built; by making the hard decisions.”

3. As we hang on to employment in a sea of risk, are we asked to act or work in ways that are inconsistent with who we are, as people, at our core?

Dan says, “A core framework at Telosity involves the relationship of purpose, brand and culture. When building a brand archetype, it must match the internal identity, or culture, of your business. It is dangerous to make a brand promise that isn’t fulfilling and meaningful to your team. Both culture and brand must together embody a one identity so you can fulfill internally what you promise externally. This begins with empathy, a core value that is of utmost importance to us at Telosity. 

In these crucibilous days, it is easy to promote the promise of a healthy brand. Still, we might be wise to pay attention to the core character, the archetype of our brand, and ensure that propagation does not trump authenticity.

If you have an interest in discovering what it looks like for your brand to grow and bear fruit during good and difficult times, send an email us at

Here at The Telosity Company our motto is to “Do Good Work”. We are passionate about helping leaders build healthy human companies. For us, Purpose comes before Profit. We need a lot of the first. There will be enough of the second.

If we can help, please ask.  Click here to contact us


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