Many times brands veer off path from the core on which they are founded. A variety of aspects come into play from wayward acquisitions to loss of focus on the pillars of what created the brand in the first place.

Recently I had the opportunity to listen to a Harvard Business Review interview with Phil Knight former chair and CEO of Nike.

During his interview, Knight talked about co-founder Bill Bowerman’s attitude was that “Nike makes the worst shoes in the world except for everybody else’s.”  This drive for excellence was derived from the passion of its founders to allow athletes to be their best through continued innovation. Additionally, Knight’s and Bowerman’s passion to create a culture that believed in the brand is what still drives Nike to be a powerhouse based on these convictions.

In recent years, Nike has reverted to its core idea of allowing athletes of levels to “just do it” by providing them with shoes and clothing to accomplish their goals.  The sale of its hockey division and most recently, the closure of its golf equipment business, demonstrates Nike’s contraction back to its core of shoes and clothing in virtually all segments.By reverting back to its core, Nike solidifies its message to support its history.

Businesses from small to large have this same challenges.  By being true to the brand’s core make it possible to center the brand on a sustainable path.  Brands today have a variety of proactive methods to demonstrate their brands importance and how it’s impact can influence an audience.  The channels allow a brand to create followers that become brand ambassadors and communicate what the brand stands for. This also provides a platform for relationships to contribute to the growth of the brand through collaboration as well as the sharing of knowledge.