It's NOT just for Nike, BMW or Tide.
NOT the exclusive domain of Coke, Apple or Starbucks.
In other words, it doesn't mean squat if you are NOT a Fortune 500 player.
"Branding" is a strategy ANY individual or small business can embrace.
But first, YOU have to wrap your head around "branding".
And what it REALLY is.
Recently, TSB was jazzed hearing from a small business owner, positively GUSHING about the way a well-intentioned, professionally crafted branding strategy helped a home basement operation, go from $300,000 in revenues to $1.2 million in about a year. But, as the conversation continued, it became clear this tangible financial growth began with two intangibles: VISION and a DECISION. In other words, the business owner was clear about certain aspects of what branding entails and how this approach differs from the vast majority in any category do.
Products and services are either manufactured, delivered or sold.
A brand is something BOUGHT by the customer.
Any product or service can be copied.
A brand is UNIQUE.
Any product or service can be quickly outdated and rendered obsolete by technology.
A successful brand is TIMELESS.
"Branding" is a DISCIPLINE. Not a spending strategy.
What can you ENVISION for your brand?
Will you DECIDE to do something about it?
"Your vision will become clear only when you look into your heart ... Who looks outside, dreams. Who looks inside, awakens"
Originally posted October 29, 2009
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