The idea of greater sales sounds, well, great. But when you think about expansion, have you considered what the consequences of what the move is going to be on your brand, your culture, your people? Many companies don’t. There’s no reason why sales should be on the opposite side of these considerations, especially when it doesn’t have to be.

With this in mind, I created a checklist that can help you decide if a company sale, increase in hiring, large investment in equipment, new distribution channels and ramping up of production will come at the expense of your brand.

10 Keys To Maintaining Your Brand’s Soul

1. Does a move in the name of greater sales feel at odds with our brand and what we believe?
   
2. What does our mission statement look like? Is it iron-clad with character and personality with little room for interpretation by future generations on what we stand for or is it like most mission statements – an ambiguous note of blandness that anyone could own?
3. Will a move in the name of greater sales anger, irritate or even mildly annoy our most loyal customers (in other words, are we biting the hands that fed us)?
   
4. Is our location (physical location, branches, 800 number, website, blog) a “mecca” that people enjoy coming to over and over again, whether they are our customers or our employees or both?
   
5. Will a move in the name of greater production risk compromising our quality, customer service and reputation?
   
6.  Do we refer to the “good old days” of this company or do we refer to how great it is now?
   
7.  Does a technological upgrade feel easier and more efficient but less warm, friendly and true to who we are in terms of a human approach?
   
8. Will we still be an organization that likes to have fun?
   
9. Will our success be measured primarily in sales volume or will we hold up shining examples to the public of  goodwill we’ve gained?
   
10.  What about us will never, ever change no matter how much money someone waves in our face?