Archive for the ‘brand’ Tag

Basic Branding

The rules are changing all over the place these days, but probably the biggest change we are challenged to make in the 21st century is the move from victimization to self-responsibility.  Opportunity and possibility have taken on unprecedented largesse through technological advances.  To remain mired in your resentment over being ‘done to’  (at least in America) is an unneccesary choice.

Way back when I used to teach theater, I would tell my acting students not to worry about developing a ‘style,’ because if they just kept working at the techniques, their style would soon surface of its own accord.  But communications today require that we set as first priority the articulation of ‘brand’ if we wish to participate at all in the marketplace.

If you’ve been reading all the directives, discussions, and hype, perhaps you are plenty familiar with the concept of branding, but you may still have a hard time articulating your own.  Especially if you’re just starting out in business, or if job hunting is your current job, or if you’re launching your own business or consultancy – you may wonder what it really takes to create a brand that you can live with, proudly, day in and day out.  There’s a lot of information on disseminating your brand, but what about creating it in the first place?

So I have a few suggestions to offer as a start.  To be honest, the branding process is ongoing, you’re never completely done with it, because your awareness and experience continue to grow.  But these five focus areas will take you a long way towards beginning to communicate your brand effectively. As you consider them, do it in terms of your life, not your business.

1.  Values.  What three things do you value the most in life?   Take a few minutes to call those things to mind, and add details to the images, making pictures that reflect very specifically their value to you.  Write about or draw those pictures.

2.  Energy.  What makes you get up in the morning?  What do you do to get energized?  What keeps you going?  Make marks on paper that mimic (or flow with) how you perceive your own energy.

3.  Mission.  I won’t ask you to get all formal and high minded here.  I’m just suggesting that you consider that we all have capabilities and gifts, and we each can contribute to life in our own way.  What is your contribution as you understand it at this point?  What object or picture or song could symbolize your mission?

4.  Tastes.  Or preferences, or cultural conditioning, or whatever floats your boat.  Those immediate choices your sensibilities make without premeditation.  Colors, shapes, sounds, social mores. Don’t get too involved in this one, just take a quick inventory.  Maybe write a paragraph or two about your idea of what is beautiful.

5.  Dance when no one’s watching.  Find a moment, all alone, when you can move around in space according to the whim of the moment.  Keep moving, don’t let yourself snag on any one instance or thought.  Leave enough time at the end to quietly contemplate the experience. 

I know, that last one’s pretty wierd, and you may have no idea what to think, even if you try it.  Of course, there’s absolutely no right or wrong way to do it, but let me give a suggestion to those who may be stumped.  As you move around in the space, first do it with the awareness that you’re alone.  Then compare that experience to moving around while you imagine others are in the room with you.  What are the differences?  What stays the same?  What do you like best about yourself in the two different situations?  What elements of your subconscious could be helpful to you in the business world?

So now you have a few pictures and words and gestures.  What further ideas do you get when you put them all together?

Let’s talk more.  And please comment!

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Your brand can bite you

Sheesh.  A couple things happened yesterday to give me pause.  One:  I responded to a Request for Proposals and was rejected from the job with the single comment to my proposal – “odd?”  Including the question mark.  Meaning my internet presences they checked out implied a strangeness, an abnormalcy.  Sigh.

And two:  I succumbed to curiosity and entered this blog URL at www.typealyzer.com.  There, my writing was characterized as INTP – Idealist, Intuitive, Thinking, and Practical.  Well, that’s all very nice, but what’s lacking are the Feeling and Sensing sprectra, implying that I am insensitive to others.

Ouch.  It’s true that I tend to the analytical, and choose to write succinctly about issues, offering my viewpoint on life today.  But I’ve always considered myself to be extremely sensitive, and concerned with the welfare of those around me.  Apparently, my writing here fails to reflect that side of my personality.

All this, then, points to the reality that a brand can easily take on a life of its own, and can even become the master when you’d expected it to be your servant.  Brand monitoring must be constant, and lively creativity is required to shape it authentically.  You have to live symbiotically with your brand, giving and taking with careful generosity.

I’ll have to let you know how I intend to modify the gloomy tangent my brand seems to have taken.  It’s going to require some intimate conversations with myself.  It’s an exciting challenge, though also a humbling one.  Discovering and sharing the fullness of self is a process that’s never completed!