March 5, 2014
How much do you really think about the words that you use to define your brand? What are their definitions, what feelings do they inspire in people?
As the excitement of the winter Olympics fades—a week spent watching some the world’s best athletes compete against each other—I’ve thinking about the word “Olympian.” What does it mean to be an Olympian?
The American Heritage Dictionary lists “Olympian” as both a noun and an adjective. In the context of the Olympic Games, the noun is the literal definition: “A contestant in either the ancient or modern Olympic games.” To be an Olympian is to be recognized by your country as the best they have in a given sport at the time of the Olympic games. It is an elite circle and the level of athletic excellence, competitive drive and dedication to their sports that Olympians have is unquestionable.
The more interesting expression of the word for me, though, lies in the adjective’s definition: “To surpass all others in scope and effect.”The highlight Olympian moments are the ones that demonstrate a courage, determination and desire to leave it all on the field—the ones where the athlete finds an inner strength to rise beyond the competition, despite all obstacles.
Sometimes Olympian efforts are gold medal winning, like ski racer Mikaela Shiffren’s cool recovery to win the slalom. “No matter what else was happening, I kept thinking that I had to keep my skis moving down the hill. Keep going, don’t quit, don’t stop…Then see what happens.” Other times they display a fierce resolve, like Jeremy Abbott, the American ice skater who fell disastrously early in his routine, but got up and finished to a standing ovation with some of the most spectacular jumps of the evening.
Why do these definitions matter? In our business, we often describe a brand with key attributes or personality traits; words that capture the essence of a brand. Often these words are descriptive, but not deeply meaningful. I’ve never seen “Olympian”used as a brand attribute, but maybe in time. A brand that included “Olympian” as one of its attributes and aspirations would be inspiring, and one I’d love to be a part of.