PUBLISHER’S LETTER/ BRAND YOURSELF OR DIE!
WHAT ARE YOUR FAVORITE BRANDS?
MOST OF YOU COULD ANSWER THAT IN
NO TIME. YOU COULD PROBABLY EVEN
DESCRIBE WHY YOU’RE ATTRACTED TO
THOSE BRANDS. BUT THERE’S ONE
QUESTION THAT WILL HAVE MOST
OF YOU SCRATCHING YOUR HEADS.
WHAT EXACTLY IS A BRAND?
Back in the day, it was simply an identifying
mark, like when a farmer branded his livestock.
And this aspect is still true, even if we’re talking
about HDTVs instead of cattle.
But in the modern sense a brand isn’t just a
mark. It’s much more than a slick logo, bright
colors, and a snappy slogan—or even an actual
product.
Right now you’re probably wondering: Why
should I care? I like Oreos. I buy Oreos. I eat
Oreos. It’s simple, you silly man.
Okay, I’m glad you asked.
The truth is, despite its seemingly insidious
ubiquity, we can learn a lot from the art of
branding. It can give you powerful advantages—or
keep you from tumbling into the abyss of
irrelevance.
BRAND YOURSELF OR DIE.
YEAH, I SAID THAT.
Companies like Coca-Cola, Samsung, and
Nike spend huge sums every year to craft their
brands. And it’s all to make you feel something
positive about them—or even, gasp, identify with
them. Are you an Apple or Android person? You
know which one you are.
What you might not realize is that your local
contracting business, Mr. Builder, also is a brand,
despite the fact that you spend no time consider-
ing this odd brand black magic. And, Ms. Finance
Executive, your own personal brand exists beyond
that of your Fortune 500 employer.
20
S OUT H M AGA ZI NE.C OM
Like it or not, branding is important for
everyone. Ms. Finance projects a certain
confidence and competence by the way she
dresses and acts. Impressions are very important
but, like a slick logo and snappy slogan, they’re
just the beginning.
Of course, please consider your audience. The
polished, put-together Ms. Finance might go over
very well in a board room but will probably give
the wrong impression in a design studio. Develop
a style that suits who you are but also works in
your professional and personal context.
Next, examine the things you do. For example,
what you post to social media can either be
wonderfully helpful or incredibly harmful. And
when you post something online it’s pretty much
there forever, for all to Google.
That’s why branding matters to you. And it
also begins to answer that first head-scratcher.
As you’re probably beginning to suspect, a
brand is made of everything you offer to the
world. It’s everywhere and every way that you
interact with others.
Some very smart companies follow this rule
religiously. They do everything possible to make
sure their customers’ experiences live up to those
wonderful first impressions—from design to
products to customer service to positive
word-of-mouth and more.
And here’s why it’s worth it. Next time you’re
wondering why you’re paying a premium for a
brand-name item instead of the cheaper no-name
gizmo that does the same thing, ask yourself this:
Which company is more likely to provide a quality
product and stand behind it?
Is it the one which has invested in a strong
brand? Or is it the one you’ve never heard of (and
will possibly never hear from again)?
A brand is kind of like insurance. It not only
offers confidence but also greatly increases the
actual likelihood that you’ll have a good experi-
ence. Smart companies wouldn’t willfully or
carelessly destroy a brand they worked so hard to
build.
And, in a very real sense, the same holds true
for Mr. Builder, Ms. Finance Executive, and all of
you, dear readers.
Sure, your packaging is important. Just
remember to be smart, brave, ethical, reliable,
helpful, kind—or whatever your personal brand
represents.
That way, the experiences others have with
you will match that attractive box.
Many thanks and keep reading,
ABOUT THE COVERS
➼ NEVER FORGET
September 11 is a day that many will
never forget. Featured on our 63rd
cover is an American soldier’s wife,
Sarah Lynn Miller . Photographer
Cedric Smith shot this fashion spread
inside the amazing showroom of 24e
Design Co. Sarah is wearing a Nine
Line Apparel shirt and also featured
in fashion by Fab’rik , Savannah, GA.
Design by Michael Brooks .
SEE PAGES 130 & 178.
Southern Style lssue
no.63
S AVA N N A H & T H E C R E A T I V E C O A S T
FORD
PLANTATION
A PRIVATE LUXURY
SPORTING COMMUNITY
NESTLED IN THE HEART
OF THE SOUTH
PAGE 134
A/S
AUG - SEPT 2016
ISSUE #63
09
6
02648 27591
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SOUTHMAGAZINE.COM $4.95
(Display until October 15)
FORD COVER.indd 1
LUXURY LIVING
THREE COMMUNITIES
THAT DEFINE STYLE
7/21/16 12:32 PM
➼ FORD PLANTATION
South magazine went on the hunt
for the most luxurious communities
in the South and was fortunate to
be invited to visit the Ford Plantation
in Richmond Hill, Ga. This upscale
community was everthing it was
stacked up to be, not to mention it
was once the home of Henry Ford .
Because of its beauty and splendor,
it was an easy decision to feature his
home on our 63rd cover. Photography
by Michael Hrizuk and designed by
Michael Brooks . READ MORE ABOUT
LUXURY COMMUNITIES
ON PAGE 134
–MICHAEL BROOKS,
PUBLISHER/CREATIVE DIRECTOR
P H O T O G R A P H Y by Cedric Smith