Code of the West, Small Business & Branding

We recently had the pleasure of traveling to Wyoming for Cheyenne Frontier Days.  While the event is best known for its rodeo – branded as the “Daddy of ‘em All” – we were there to immerse ourselves in the spirit of entrepreneurialism and individualism. 

We were not disappointed.

Major sponsors such as Coors, Coca-Cola, and Bank of the West are important for the financial health of CFD, but the small mom-and-pop businesses fascinate the crowd with their creativity, clever products, and down-to-earth approach to marketing.  We started examining this spirit, and in doing so, rediscovered the Code of the West or Cowboy Ethics (ala Jim Owen). 

The Code of the West isn’t complicated or complex, but in an age of hyper-branding and misleading marketing, it is particularly relevant:

• Live each day with courage
• Take pride in your work
• Always finish what you start
• Do what has to be done
• Be tough, but fair
• When you make a promise, keep it
• Ride for the brand
• Talk less and say more
• Remember -- some things aren't for sale
• Know where to draw the line

We saw many small businesses exemplifying the elements of the Code. Individuals and families invested not only their money, but also their love for their products and hours of hard work.  They took time to talk with their customers, customize their products to customer needs, and deliver value.  This wasn’t about the hype created by social media or “uber” brands that tend to dominate the landscape.  This was about integrity. 

The concept of “brand” is about making a promise and delivering on it.  At CFD, craftsmanship abounded, business was brisk, and entrepreneurs were building a personal brand. 

Lest this appear overly simple in our puffery-filled world, we’re not alone in seeing the connection between the Code and the value to business. The Wall Street Journal asked, “Where have all the cowboys gone?” in an article last September that examined cheating scandals across the country and how the Cowboy Code could be used to counter the trend.  We would suggest that the Code is thriving among the small businesses in Wyoming and provides a marketing lesson for us all.