I wanted my first of blog of 2012 to set an intention for a great year for everyone…so, I went to Facebook to find inspiration and our latest ‘Like’ was from Kennedy Mpezeni, the author of ‘Brand It Or Die.’ The book cover instantly captured my attention for two reasons 1) The word Brand 2) It was similar to the slogan ‘Engage or Die’ from a recent book I read titled: Engage! by Brian Solis. Once I landed on Kennedy’s Facebook wall, I discovered that she is from Zimbabwe and then I noticed she had some awesome branding quotes. So I thought this would fit in perfectly with my 2012 intention.
Hopefully, everyone has found time to reflect on 2011 and set your plan for 2012. Instead of jumping on the ‘New Year’s Resolution’ bandwagon, I prefer to set an intention for the year in order to continually become a better person. Last year my intention was to believe in myself, which enabled me to successfully take a lot of risks and leaps of faith. This year my intention is to spread smart trust – which involves creating positive energy, powerful collaborations and quality connections. I believe that smart trust will help us “Survive and then ThriveTM” in our current challenging and dynamic digital landscape.
In spirit of the smart trust intention, here is a little about the ‘Brand It Or Die’ book, along with three great branding quotes from Kennedy, my new “Meeting of the Minds” friend:
Companies have learned either proactively or reactively that the concept of branding requires due diligence and continuous attention, causing them to innovate and think creatively about strategy execution in managing their brand/s and the perceptions that emanate from this process. The basic purpose of the book is to highlight in a provocative idiosyncrasy the personality of branding, demonstrate the importance and need for businesses to give deliberate thought to the art and science of branding and brand management, and to expound the fundamental precepts that constitute branding.
- “Your brand is an organization, service, or personality that is shaped by the perceptions of the audience. The designer cannot make a brand, only the audience can do this, a designer forms the foundation.”
- “You cannot define your brand without first defining your target market. Your target market must be clearly defined. Its not uncommon for a business to have to refocus and revisit their targeting, especially if it was not clearly defined in the beginning stages of the business.”
- “Your brand has a significant impact on how your company, product, or service is perceived. That is why a strong brand is critical to success. Branding is the process of creating and managing the big idea that summarizes all that your company, product, or service wants to stand for in the minds of its constituents.”
Bottom Line: The goal of branding is simple but the process is complex. A brand is an end result. Branding is the process by which a brand comes to be.
“Above all, be true to yourself, and if you cannot put your heart in it, take yourself out of it.” ~Unknown
Cheers to a great 2012 for you, your brand and your business!