Give value to your brand name

MISAWA AIR BASE, Japan -- On 20 May 1873, an immigrant by the name of Levi Strauss patented the now world famous jeans worn in almost every country and in every continent on the planet. His brand is known for quality, durability and craftsmanship. Almost 140 years later, we sometimes still ask our spouses where our "Levi's" are when looking for clothes in the morning.

"Levi's" could easily have been "Steve's" or "Dave's" but Levi Strauss was his name.

I'm not saying go out and coin a new product or process and make a name for it, but think for a second:

What does your name say about the products you provide?

Everything you do should have your name all over it. In aircraft forms, on pharmacy inventory sheets, on speeding tickets and aircrew flight equipment serviceability tags your "stamp" should be known for quality and integrity. It should always say "I did my best and I gave you my all." When you tie personal ownership to your responsibilities, it means more to your customer. When you show that you truly care about the product or service you provide it is universally better.

Here's what separates you from Levi Strauss:

Levi's product is an article of clothing. Your product is national defense. His initial operating budget was around a thousand dollars. Yours is billions of dollars each year.

The things you do for your Air Force and Misawa Air Base, protect the lives of thousands of Airmen around the world. Your name, your brand name, is stamped boldly on every American citizen's home and mantle piece. As a defender of our country and this region your quality and integrity are above reproach.

What does your brand name say about you?