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Boston Brand Building - Brand Identity Guru
"Make no little plans, they have no magic to stir your blood... MAKE BIG PLANS. Aim high in hope and work." So wrote Daniel H. Burnham in the last century. The big plans are important. They capture your vision. The next step is to break them down into "do-able" chunks, chunks that can be done in even one day. That is what gives you a definite sense of accomplishment, isn't it? The big plans are necessary, the baby steps, imperative!
An associate shared a marketing tip with me the other day. She said, "Go big, or go home". I thought about this quite a bit as it seemed so brash and arrogant. Great slogan, but what about the little guy? Then, it all made sense. Each person has the opportunity to define 'big' for herself. If we are to live our dreams and visions about how we want our lives to be, how we want to be remembered, what our contribution to our daily world could be, it IS true. Go big or go home!
Have a vision. Have a master plan for your whole life as you presently see it. What would you like to be doing, experiencing, being or having in your life, sometime in your life? What are the things that are most important, significant and valuable to you? That's big!
After you have created the "big picture" then you can decide what you would like to create immediately and pay attention to that. Timing is only one difference between short and long term goals. Another important difference is that short term goals lead directly to long term goals which fit perfectly into the master plan. And the good news is....you are in charge! You can change your master plan, and your approach to it, as your interests and priorities shift and grow. You are not locked in. A master plan is a plan for joy and passion, not a plan for duty and obligation.
It is useful to break your goals down into three categories: current, near future and far future. Once you have put your future goals into your subconscious mind, they are begun. It is not only action that is required. Keeping your goals in the forefront of your mind is key. Thoughtfully craft your current goals. Know how you will measure your success and plan for it.Think big! Think limitlessly. Think "out of the box". People are often limited by their minds unwillingness to stretch. Remember what Napoleon Hill said: "...if you can conceive it, and believe it, you can achieve it!"
If you find yourself surrounded by people who are 'thinking little' it might be difficult to find support and acceptance for your big plans. You may have to include some new associates who want to play 'big', too! You have probably heard that, if you want to run with the big dogs, you have to get off the porch! Jump off that porch and get running!
Reflect on the biggest view of your life--your master plan. Is it big enough for you? Does it cause you to stretch to get your arms around it? If not, think a little bigger and see where it takes you. If it does, be sure you have planned the route that will get you there. Then, follow it. As you embark on each task today, ask yourself, "Am I on the road to my vision by doing this?" If not, make a correction.
Go big or go home! That one little phrase keeps me on my toes.
To measure how strong your brand is copy and paste: (http://brandidentityguru.com/bightml/brandmasterpiece.html). Then click "Take the brand strength test". This is a short survey that measures the strength of any company's brand. It's a great tool to see where you are today.
Scott White is President of Brand Identity Guru (http://www.brandidentityguru.com), a leading brand consulting and market research firm located in Easton, Massachusetts, USA, near Boston.
Brand Identity Guru specializes in creating corporate and product brands that increase sales, market share, customer loyalty, and brand valuation. Over the course of his 15-year branding career, Scott White has worked in a wide variety of industries: high-tech, manufacturing, computer hardware and software, telecommunications, banking, restaurants, fashion, healthcare, Internet, retail, and service businesses, as well as numerous non-profit organizations.
Brand Identity Guru clients include: Sun Life Financial, Coca Cola, HP, Sun, Nordstrom, American Federal Mortgage, Simon (America's largest shopping mall manager) and many others, including numerous emerging growth companies.
Scott White is a very enthusiastic speaker and has the gift of being able to explain the principles of branding in a compelling and entertaining manner so that people at all levels can understand.
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Brilliant Branding Builds Business
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As many people know Industry Trade Journals in America have gone through a tough time in recent years due to slowing of advertising dollars. In franchising there is no difference. They use to give away subscriptions to Successful Franchising on franchise web sites; unfortunately that magazine was unable to weather the storm. They stop publishing in October of 2001. Now we see a re-emergence of Franchise Times, who has hired a new salesman, who is going to all the franchisors and telling them to advertise.
Effective Branding...Whats in a Name!
Ask any marketing executive and they will tell you that a company's name is golden. There are certain associations that people have with a name, one that invokes emotions -- good or bad. Let's examine three case studies of branding involving companies that have merged and where the buyer kept the name of the company they bought or are considering purchasing.
Brand Boring or Brand Buzz?
I heard an advertisement on the radio the other day that surprised me, not because they were saying anything noteworthy, but because it was so banal. It was a national company's ad. They pay an ad agency to write and produce their commercials. There are so many words at their disposal, so many descriptions, so many emotional statements to attract customers, why would they use the trite phrase, " knowledgeable, friendly staff to serve you"? Even if they couldn't think of anything exciting, they could have used, "if you've got questions, we've got answers", "we specialize in providing answers"?"specializing in premium products and effective solutions"."Try and stump the staff with your questions, they love a challenge". "We don't have all the answers but we'll help find solutions"
How Do You Define a Good Logo Design?
Everyone wants his company logo to be the best but how good is good? How do we define a good logo? Is it necessary to be colorful or an exquisite piece of art? Can a simple design work as a good logo? We are often in a dilemma.
Introduction to A Branded World: Adventures in Public Relations and the Creation Of Superbrands
You'd have to labor to shield yourself from the power of Branding; it's hard to avoid it in today's business and social climate. Even in the backwoods of very, very small-town America, you couldn't emancipate yourself from the in-your-face concepts of Branding messages from all over the world. Even in conversations that don't discuss it (and those are becoming few and far between), Branding is present. On television, in the supermarket, at the movie theater, in your car, Branding is constantly with you. If you're in business-any business-you are involved in Branding in some way. If you are a sole proprietor, you may, yourself, be a brand.
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