Do you create a brand or become one?
I hear tons of people talking about how they build brands
and see many here posting and asking questions on how they should build a brand.
I have my own thoughts I will lay out and would appreciate some input.
To me the REAL brands, the HUGE brands were NOT made!
They became brands.
Let me explain.
Someone invents the personal computer or greatest soda, something totally cool.
People buy it like crazy
THEN
the company is forced into a cycle of defining and often re-inventing who they are
and they over time become the brand they are today.
The flip side of trying to build a brand that I am seeing is this.
A Company or person does NOT have a unique offer or product that has really taken off or that anybody cares about but rather has something just like someone else that became a brand.
They look at that brand as someone they would like to be and see what it has today.
A culture, mission statement, colors, tag lines, truck wraps etc..
and believe they should focus on building all that stuff and spend a ton of money and time either doing it themselves or hiring people that build brands.
I am unable to think of any top brand that did it this way.
Sure I believe that you should look ahead and have some sort of definition of who and what you are
BUT
I think many would do much better producing/selling something that people go crazy over and by virtue be forced into becoming a brand through the necessity of streamlining their message rather than stressing so much over their current image/brand when frankly they don't even have a profitable business yet.
Once again I absolutely welcome and value any input on this.
I also get there are grey areas in here but I really do feel for the most part
the average person on warrior forum that is trying to "build a brand" could be better served by building their offers and customer base and let nature take its course.
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savidge4 -
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Peter Lessard -
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savidge4 -
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digichik -
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