I’ve been thinking and writing a lot about Brand lately - attempting to arrive at an insight that may have yet to be explored. A new way to look at it.
Early in my career I didn’t care about Brand. I cared about product. I kept my head down and did my best to create the best product within the confines I was given. As time went on, and I created more and more products, absorbed more and more responsibilities, the concept of brand became more and more relevant. It just sort of grew into a monster as it slowly but surely became the thing that was the most relevant. It got to the point that I needed to understand what the Brand is about, what the Brand stands for and what the goals of Brand are before we can even touch the product, or build our marketing approach. It was a fascinating process. I credit a lot of folks who taught me a lot of lessons. I began to ask brand questions to myself about the brands that I follow. What does Nike stand for? How does their Brand translate into Product? How does it translate into their marketing? What’s the underlying link? Why are people (like me) enamored with this brand? Why are they willing to spend so much money to support them?
Asking those questions lead to further and further insights. Unfortunately there isn’t a one and fast rule when it comes to building a brand. And as I’ve been pondering this for some time, the realization is that brands are just like people. Not a single one is the same. Not a single one follows the same path to arrive where they are. Some succeed and some don’t.
And it makes sense. Brands consist of people, they are where they are today because they made numerous decisions to get there - but it all comes from a unique point of view. A unique set of skills and attributes.
So how do you build a great brand? I think you have to start with great people who want to create something great. I don’t think it has to change the world (it can if you want it to) - I think there has to be a purpose beyond making money. And there has to be an underlying passion for the subject matter. And they have to be able to communicate with other people to tell their story. If you think about it, it's closer to how things were before the industrial age. You deal with real people.
This series of content is a small experiment. I pledged to create a piece of content on my site for the next 365 days. You can read the opening post here. The posts aren’t limited to thoughts or ideas, they’re really just a way for me to create original content. If you got any feedback/questions, please reach out. Thanks for looking.