When companies depart from what makes their brand special, they are off brand. Disappointment arises in the emotions of customers, employees, and other stakeholders. Here’s one example.

Off brand

Boar’s Head is a premium deli meat and cheese company. The purported advantage of the brand’s offering is highest quality. The superior quality was so great, it earned a higher price.

Once a customer, I now walk past the Boar’s Head refrigerated cabinet at the front of my grocery store. Why? I’m repulsed by its recent actions. At the end of 2024, 10 people died and many others were sickened across 19 states after eating its deli meat. The company then had a massive recall of 71 products and eventually closed its Jarrett, Virginia plant.

More than a few companies have product performance blips which are then corrected. But the Boar’s Head issue was systemic. “Boar’s Head faces continued scrutiny over dozens of reports of problems at the factory, including mold, insects, dripping water and contaminated walls, floors and equipment.” In fact, the food safety problems in the Virginia plant started before the recall. They were also found in Indianna and Arkansas dating back to 2019.

When you sell quality, you must invest in quality. Every worker at Boar’s Head should have understood what the brand stands for. Manufacturing leaders and workers would have then known that safety and cleanliness were job #1. My bet is these departments were measured on productivity and cost savings instead.

On brand

By contrast, Costco Wholesale, the warehouse club loved by so many, understands its brand. According to Costco’s mission, “We are the recognized leader in our field, dedicated to quality in every area of our business and respected for our outstanding business ethics.” Costco’s store brand – Kirkland – is top notch, and the company carries leading competing brands as well. Its employment policies center on valuing all employees, promotion from within, living wage salaries, and a family-feeling culture.

Here’s an on-brand decision: When President Trump and others pushed companies to end their DEI policies, the Costco board pushed back and said “No.” I suspect Costco will gain customers as it continues to align its actions with its brand promise.

Branding and growth strategies

New offerings are a key way to keep your brand fresh. In doing so, companies can make mistakes by stretching their brand into areas that are “off-brand.” A classic Harvard Business School case is Smucker’s, which in its search for growth moved into ketchups. Mustard companies can move into ketchup. But not jelly companies. That strategy was abandoned and today the Smucker’s product line is appropriately limited to jelly, preserves and fruit spreads.

It’s addition of ice cream toppings was a smart on-brand move, as was fruit-infused peanut butter. Offering natural and organic peanut butters are a bit of a stretch, but we all know that peanut butter and jelly belong together. Most grocery stores even stock them side by side.

Meta (Facebook’s owner) expansion with Instagram (largely video and photo sharing) and What’sApp (encrypted messaging) were smart additions for revenue growth. So was Apple’s move into its iPads, watches, phones and apps. These moves aligned with their brands. Meta connects people. Apple makes technology work seamlessly to generate a better and easier experience with technology.

Individual brands

Individuals also have brands. My brand is a smart business strategist. A pragmatic thinker who keeps business and politics separate. To be honest, I am having a very hard time doing that one month into Trump’s second term.  In my book, his behaviors are damaging to our nation.

Incessant lying and uncivil comments are poor characteristics in a leader, and they are affecting our culture. Tariffs, denial of climate change, and random cuts in government agencies are as worrisome. Threatening retribution (and engaging in it already) undermines faith in our legal system, the foundation of a healthy economy. Finally, the dismantling of Congressionally established agencies and the shift towards Putin is extremely dangerous for our nation. It signals a move towards an authoritarian Presidency.  History demonstrates that nations do not do well long term under kings or fascists.

As a citizen I feel it is my duty to speak out and share facts about our federal government and its actions that will inform businesses in their assessment of risks and opportunities. In this environment, engaged citizen should be part of all leaders’ brands.

Are your recent actions as a company and as an individual leader on brand or off brand?