Skip to main content

Break Yourself To Make The Brand



We fundamentally misunderstand branding.

It is not an ad exercise alone - at least, not anymore.

Branding is the creation of a facade which you must then deliver on in reality.

Reality means you do the work. You "operationalize."

Executives tend to think they are immune from the process. "Hey, don't bother us -- we're visionaries!"

But we aren't immune. We are not.

To make the brand we must break ourselves. Sufficient to be in a team, the team, our team. It is not about "me" -- again, not anymore.

The painful thing about life is that you aren't ever done with the breaking. You make one grade only to face another. What worked before does not work now.

To make matters worse -- at least for many of us who prefer the realm of intellectually challenging ideas-- often reaching our goals means breaking our mental mindsets. Really these are invisible chains, and we may not even see that we are in them.

Emotion work is intangible. Much harder to do. More painful to experience. But you can't grow, change and deliver without it.

Branding get slammed as fun for the superficial. But I say it's just shorthand for a goal. Customer satisfaction is the external marker but the real customer is you and your life's journey.

If you can dream it, be it and believe it my dad says. But then again, words are just mist and vapor.

To paraphrase Iyanla: "You can't get there without doing the work."

Popular posts from this blog

What is the difference between brand equity and brand parity?

Brand equity is a financial calculation. It is the difference between a commodity product or service and a branded one. For example if you sell a plain orange for $.50 but a Sunkist orange for $.75 and the Sunkist orange has brand equity you can calculate it at $.25 per orange.

Brand parity exists when two different brands have a relatively equal value. The reason we call it "parity" is that the basis of their value may be different. For example, one brand may be seen as higher in quality, while the other is perceived as fashionable.

________________
All opinions my own. Originally posted to Quora. Public domain photo by hbieser via Pixabay.

What is the difference between "brand positioning," "brand mantra," and "brand tagline?"

Brand positioning statement: This is a 1–2 sentence description of what makes the brand different from its competitors (or different in its space), and compelling. Typically the positioning combines elements of the conceptual (e.g., “innovative design,” something that would be in your imagination) with the literal and physical (e.g., “the outside of the car is made of the thinnest, strongest metal on earth”). The audience for this statement is internal. It’s intended to get everybody on the same page before going out with any communication products.Brand mantra: This is a very short phrase that is used predominantly by people inside the organization, but also by those outside it, in order to understand the “essence” or the “soul” of the brand and to sell it to employees. An example would be Google’s “Don’t be evil.” You wouldn’t really see it in an ad, but you might see it mentioned or discussed in an article about the company intended to represent it to investors, influencers, etc.Br…

Nitro Cold Brew and the Oncoming Crash of Starbucks

A long time ago (January 7, 2008), the Wall Street Journal ran an article about McDonald's competing against Starbucks.
At the time the issue was that the former planned to pit its own deluxe coffees head to head with the latter.
At the time I wrote that while Starbucks could be confident in its brand-loyal consumers, the company, my personal favorite brand of all time,  "...needs to see this as a major warning signal. As I have said before, it is time to reinvent the brand — now.  "Starbucks should consider killing its own brand and resurrecting it as something even better — the ultimate, uncopyable 'third space' that is suited for the way we live now.  "There is no growth left for Starbucks as it stands anymore — it has saturated the market. It is time to do something daring, different, and better — astounding and delighting the millions (billions?) of dedicated Starbucks fans out there who are rooting for the brand to survive and succeed." Today as …