Let’s first ask the question, ” What Is A Brand?”.
It’s not a Logo , it’s not a Name….a brand is a series of expectations that people have of your product or service, based on the promises you’ve made.
Using that as the definition of a brand, answering the question of what happened to Target’s Brand in Canada, it was broken from the moment they opened their doors. They didn’t keep their promises, lower prices, more selection, and so on.
They broke their promises, and now they are closing 133 stores in Canada….why? Because you didn’t trust them when they said they would make good on their promises. You had a bad experience with Target Canada.
So what’s your businesses Brand? Have you gone the traditional Industrial Age way of thinking, where your brand is a logo or a name, and don’t really care, or have you decided to give your market positive experiences, based on the promises you kept, reflecting how much you do care. The later is the new connected business model, it’s open & it’s free….The Open & Free Business Model.
The Internet is cluttered with programs and ads claiming their way to build a brand, is the right way to build a brand. I’m here to tell you, there’s more than one way. Many claim their system is the right way, the best way, the way that works. One of those might be true, but let’s get real, there are so many options to build a brand, so many tools, and marketing companies to use, so many ways, one person could never try them all.
Personally, it comes down to a couple of things, and its old school. Be persistent, and never quit.
If you stick with your strategy, your plan, and you always deliver, or ship. You will eventually have built a brand, you don’t need to buy every program that claims it’s the best way to build your brand, or claims to be the easiest. You can, but it still boils down to hard work, and being there everyday, showing up, shipping, delivering, it works, and is the truest way to know you did something. If you blogged everyday for a year, you eventually would have built a brand, because you shared, you were maybe helpful, you solved a problem, or maybe, you just informed your reader of something they never heard of, thought of, or new before.
That’s the beauty of building a brand, or sharing your work, you never know who is interested, or even likes what you’re doing. The most important part is, you’re doing it. The world needs you, it needs to hear from you, it wants to hear from you, no matter what your product or service might be. Writing, music, photography, the list is endless, whatever you’re passionate about, and you want the world to know about it, then put out there for the world to consume it.
No matter what you choose, there’s more than one way to build your brand, find the way that fits you best, and yes it will take time and effort, but do that, pay that price.
I have read this book twice now, the first time was a quick once over, the second time, I grabbed a highlighter and messed this book up. I read lot, I mean read sales books, marketing books, how to books, even the bible, but this book I couldn’t put down. It grabbed me right from chapter 1, I was sitting in one of my favorite offices this morning, that being the Roasted Grape, and I punched out probably 30 nuggets (Tweets) from the 1st 5 chapters! So I guess you might say, you should go buy John Morgan’s book, infact…do it right now!
The premise of this book is right on the cover, ” How to Build Your Brand, Cut Through the Marketing Noise, and Stand Out from the Competition”. I know what you are thinking, it’s another marketing book, in some ways you might get that, but I have found it to be more than that, it’s a very direct set of principles that are actually easy to understand.
The book reads easy, it’s very straight forward, and I like the directness, John is very clear when he says it. This book is filled with more wisdom than you would expect, he clearly sees something most of us know but rarely execute. There are a great many take aways for me, but I’m not going spew them all out here, you need to find them for yourself. I will share one of my favorite chapters, it’s number 6, The Right Position, it’s a very short chapter too.
The first sentence from this chapter:
“The number one goal of your marketing should be to establish and position yourself as an authority in your industry or field. Authority leads to easier sales, and more opportunities.”
This says it all for me:
“The most important element of branding is positioning.”
That say a mouthful doesn’t it?
There is so much to share and frankly it would be a copyright infringement if I were to quote the book, I highly recommend John’s book, you won’t be disappointed. Thank you John for writing this book, I have enjoyed reading it over and over a few times.
Start your fight against the machine today, John shows you exactly how to do it. Enjoy!
- Brand Against the Machine (chrisbrogan.com)
- Brand Against The Machine – John Morgan’s New Book Redefines Branding (rizzotees.com)