General George Patton on Image

This is the second in a series on General George S. Patton, famous American military figure during World War II. Last month we looked at what old Blood and Guts had to say about speed versus haste. This month, Patton talks about image.

“I am tremendously proud of your deportment, the way you behave towards private property. But the way you carry yourselves is shockingly bad. You, the soldiers of the greatest army of the greatest nation in the world, wander around like furtive pickpockets with your shoulders sloping, your stomachs sticking out, and your hands hanging down. The act of standing properly gives you that feeling of superiority which you have so nobly won. Show the world how great you are. Look like soldiers!”

What image do we portray? As marketers, we should know better than anyone about impact of a compelling “brand.” Do our companies “wander around like furtive pickpockets” in the market place? Our image includes everything from the way our employees answer the phone to our e-mail tone to our website to, yes, the way we dress.

In this challenging economy, most people will forgive you for becoming lax with your image. But they will remember you for standing tall and showing the market how great you are. Look like soldiers!