Nike's swoosh and Apple's logo are worth billions not because of their design, but because those companies intentionally created, promoted, and protected them. You have a brand too — as an individual, a family, a team, an organization. The question is whether you're being intentional about it.

In Part 5 of the "You're in the People Business" series, I explore how individualism weakens identity and how independence has been confused with maturity. True maturity is recognizing we are interdependent by design. Strong identity is never formed in isolation — it's realized in the context of belonging to something larger than ourselves.

The other extreme is just as damaging. Australia's "tall poppy syndrome" and Germany's prioritization of uniformity over individuality show what happens when the pendulum swings too far the other way. The goal is balance: individual expression and corporate belonging.

Three ways identity is shaped:

1. Words — what we say about ourselves and others
2. Values — stated clearly, not assumed. "We tell the truth" as a family value forges character in a way "don't lie" never will.
3. Actions — showing up, helping others, being present. Name these actions out loud, especially with kids. The phrases eventually become part of who they are.

This Week's Challenge

Audit your brand. Ask yourself:

• What words about yourself or others need to be retired — and what truthful words should replace them?
• What values does your family, team, or organization hold that have never been spoken out loud?
• What actions do you need to start, continue, or stop to align with the identity you want to build?

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