Brand Graduation   Leave a comment

Why was I thinking about branding at a graduation ceremony I attended recently?  Glad you asked.

 I was there because a young woman I’d mentored for years was getting her diploma.  I’d watched since she was 8 as she overcame tremendous family obstacles to get to that day – the first in her family to graduate from high school.   As I listened to her talk afterwards, her conversation was a rollercoaster of hopes and concerns, confidence and uncertainty, realism and dreams.  Anyone listening was inclined to come closer and engage her because she was in such an authentic place.  No image.  Real.  And you couldn’t help but love her in that moment, especially if you knew her story.  

 So what does that have to do with branding, you ask again?

As I talk to people about their brands, the conversation too often begins with Image, sometimes even logos and taglines.  It takes awhile to move to what really makes a brand live long and prosper.  It’s authentic.  It’s engaging.  You can’t help but love it.   And that means it’s very, very personal because building a brand is about developing an authentic personal relationship with your customers.

So ask yourself: Do I have a personal connection to my brand?  Do I LOVE my brand or am I just trying to leverage the name?  If you want to read about why the answer is important, pick up A New Brand World by Scott Bedbury.   I’m off to give a recent high school graduate another driving lesson.

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Posted July 5, 2010 by Don Wells in Branding

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