Branding has to come from who you are and what your business can be , not from what you want it to be … Breakthrough branding is everything you do to build a brand that stands out and grabs people at every touch-point .
Traditional Business Person
Focuses on the business metrics Avoids visibility Manages the business Delegates marketing Values winning Manages people Is remote from staff Favours hierarchy and processes Is cautious of new media Stresses customer service Is a factual communicator Communicates formally
Brand Entrepreneur
Focuses on metrics and building a brand Is a visible brand ambassador Innovates through change Engaged in branding and marketing Values winning and making a difference Creates a culture Engages and “ clicks ” with employees Works collaboratively yet decisively Embraces new digital media Stresses customer engagement Is a storyteller and performer Communicates in an interactive way
It ’ s worth thinking about ...
What would be the dream business for you based on your unique talents , interests , and abilities ? Is there anything missing in the market that you could supply ? What do you see / wish for your company in the future ? Where do you want your company to be within five years ? What perceptions do your customers and investors have about you and your business ? What ’ s the creation story of your business ? Is there a new category , market you could create , where your business can be the first ?
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