A hero takes action. She may have some ideals or a philosophy—she probably does—but she becomes a hero through the actions she takes. When a hero’s actions don’t support her goals, she falls short. And when a brand has a philosophy or a mission statement that’s not backed up by action, it falls short. The best brands take action in pursuit of their high-minded goals. They become brand action heroes.

The loftiest philosophies will be meaningless if they’re not grounded in action. Take Canon’s, for example. According to Twenty Popular Brand Names and their Origins by Nora Reed, the digital imaging company takes its name from the Buddhist bodhisattva of mercy and compassion, known in Japan as Kwanon. Canon’s corporate philosophy of “Kyosei” is defined as “all people, regardless of race, religion, or culture, harmoniously living and working together into the future.”

Without action, those are just words. But Canon lets that philosophy shape its actions at many levels. They take compassionate action in their research and development of new products. They’re putting heater technology from their inkjet printers and image sensors from their digital cameras to work developing systems that help people avoid illness by improving DNA testing. They work towards global harmony by supporting recycling and other initiatives to reduce their impact on the environment. And their corporate social responsibility arm provides grants to a variety of social and environmental causes.

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Canon’s actions go beyond the typical, surface-level efforts many corporations make. They support their commitment to the idea of all people working and living together with a global training program which brings people from all over the world to their state-of-the-art manufacturing facilities. Trainees spend a year working with experienced Japanese instructors, learning technical skills, management tips and Japanese. The program also creates a cross-cultural exchange that puts Canon’s philosophy of global harmony into action.

Canon’s actions show its sincere commitment to bringing balance to the world and contributing to the greater good. These actions create stronger and more rewarding success for the company, and make it a true brand action hero.