“BRANDING IS BUSINESS”

The title is taken from an article written by an associate and friend Eva Muraya from Kenya who has a branding company in Nairobi. We agree, with a good brand a business can fly. With an excellent brand we create a memory – who doesn’t link “the” tick to its brand owner? And memories create the “top of mind” place when people seek to buy.

For us as individuals therefore our “brand” is our opportunity. We were given our brand when we were given the gift of our name, but how many of us ruin our brand because we are careless with that gift? And how many of us do not stop to think through the ramifications of our actions and the “blot on our brand” when we do something we later regret?

Part of self development is learning from our mistakes and learning to accept negative feedback so that we can change the way we approach things and deliver against mandate. But do we stop to reflect on how we might have to make amends to our brand? Rebrand ourselves?

So what is our brand? It is our value system. How we live out those values to the world, so that others perceive our behaviour and put meaning to our values in their own eyes in a positive way, is what we aim towards. We get one chance to impress and make our mark; “market our brand” when we first meet new people. As we proceed through those relationships there are always pitfalls that can impact negatively on our brand.

We don’t live in a perfect world and by nature no-one is perfect, so wisdom has to be our “brand custodian”. When we make a mistake that might mar our brand we should be aware of what we need to do to redress the negative impact as soon as we can. Learn to apologise, be brave enough to admit when we are wrong.

In my personal capacity I am “repairing my brand” right now by putting all else aside to write this blog, that was requested far too long ago and other priorities in my life stood in the way of me having the time to write. However, part of my values system has always been to “deliver on what is promised” and so I have to heal the blot on my brand and get this completed. Interestingly, it was sitting as “unfinished business” in my “in” tray and had not been making me feel good either!

So, how do you establish your brand? Well start with a blank piece of paper and write down all the values that are most important to you. Interrogate them and internalise them. Start to LIVE them. In this way, others will be able to view your brand through the way you live your life – in your social and business worlds – and they will put meaning to who you are and what you stand for.

This is your “brand” – your own “tick” in your life. Does it make a difference? You bet it does! If you are seen as a loser there is usually a reason for this and the more you try to blame others, the more the reason to look inwards. Regular evaluation of your brand is essential. When you become a rigorous brand custodian you will succeed, you will achieve and you will overcome all the curved balls that life throws at us. Your “brand” is “your business” – make yours one that others will want to make “top of mind”!

Yvonne Finch

Nairobi, May 2010