Larry D. Lauer

I was reminded of this essential lesson this week during a float trip down the Snake River in Wyoming.

Besides being a skilled river pilot, our guide was immersed in the unique authenticity of his, and now our, surroundings. He told us about the dramatically changing geology, endless plant life, the trees, the incredible variety of wildlife, the countless number of birds– including the majestic bald eagle, and  how a culture and a unique set of values evolved around river life. This young man was a total product of this very unique and special land and he could explain it all with passion and authenticity. He clarified the brand identity of the Snake River for us.

Organizations are much like this river. Most originated and have evolved around a very special set of unique factors. They develop a culture and a set of values, and have unique characteristics and strengths that literally define the direction they must go.

Their founding missions address an unmet need and then evolve into a culture, with a set of values, which in turn attract and influence special types of people. This mission can be guided through change with relevant visions, but organizations cannot be made into something they are not.

For example, I have found that those academic leaders who have tried to remake their institution into their own idea about what a university should be, invaribly fail. The dynamics of institutions take on a life of their own. 

Brand identities therefore must be authentic. They must be grounded in the founding mission and culture of their specific institution. They should incorporate an inspiring vision for an exciting future, but that vision must stay true to the unique character, culture, strengths  and values of the founding mission of the institution.  

Just like the Snake River, institutions take on a life of their own, and shape the people who inhabit them.