Ever have a great idea, just to forget what it was an hour later when it’s time to create? It happens to all of us and is completely normal! Words of wisdom: write your ideas down immediately! Whether you’re on the toilet and have to get creative with the rump wipes, or have a voice recorder always on hand, ensure that you capture what your subconscious mind is telling you. Chances are that the idea that “suddenly appeared” is actually the output of hyperactive thought processes operating beneath the surface of your consciousness, analyzing arbitrary information that is immediately stored in the stuffy attic of the mind. Utilize this benign knowledge, and make it work for your life and business in every regard.
The first step comes with imagining your brand. I’m a fan of digging deep and discovering the root cause for everything, most importantly, that of success. Many leading corporations have created their businesses based upon mundane, even elementary branding. Although these organizations eventually achieved success, it was done quite inefficiently. Lame brands create that much more work going forward while you struggle to figure out innovative ways to distinguish your business throughout its life-cycle.
Be smart from the start! Save yourself the effort of constantly maintaining inferior branches of your tree by carefully selecting a superior seed to plant! When creating your brand, keep the following two concepts in mind:
1. Plant your seed in the conscious mind of your consumer. To do this, you must first conceptualize the thought pattern and habits of the average member of your target market. If you’re aiming to reach people from multiple markets, write down your thoughts for each, and identify the factors they all have in common. With this list, conceptualize what your typical user would require in order to notice of your product or service.
Focus on all five senses; real examples of this include the welcoming sight of a colorful Google logo across everything digital, the intoxicating smell of the gourmet “crack” that lingers just inside every Starbucks, the bold music in every Chevy Pickup commercial, the rich taste and infinite variety of applications of Heinz condiments, and the feel of a durable pair of Prada sunglasses.
Your brand must address each of these senses in each contact it has with members of your market. Synergy across all products and their respective markets is the key concept here.
2. Differentiate your seed. What sense does it make to plant a pine tree in a forest of pine trees, and hope it gets picked to glorify someone’s holiday decor?! Be different, and get noticed! When creating any business process it’s a great practice to draw upon inspiration from existing brands rather than reinventing the wheel; however, don’t let their practices narrow your imagination. As scary as it may be at times, you must figure out a way to shake up the industry in which you operate.
As this seed sprouts into a full-blown business, you’ll realize that some changes are inevitable. In today’s business world, one must remain flexible to the evolving state of his/her industry. There exists a delicate balance, however, in changing aspects of your business without forgetting about the seed you planted, in order to avoid alienating your core markets.
Too often, business owners become so wrapped up in what’s going on around them, that they quickly lose sight of where their businesses were conceived, as well as the ultimate vision of that business’s success. Control your business before it controls you! Branding is easily one of the most crucial factors when it comes to this creed, as it represents the very foundation upon which your business stands.