Believing In Your Brand Strategy

I have been to many seminars that speak about business in general and sometimes about my industry. But there is something that I have noticed that is consistent in their mentions, which I don't find strange, but what is more surprising is that people almost hear it in passing and never recognize that this is an integral part of their business survival. The finest example that comes to mind is the "Stone-Pet" that sold like hot cakes about a decade ago. This was a normal river rock and they designed a fancy box for it. Then had a very good marketing strategy, but the bottom line is that they believed in their product, so much that it started convincing others that this might be a good idea to purchase the rock, rather than making one for themselves. "Believe" is very contagious, very addictive and most definitely attractive.

This is exactly what you must do when you have a new brand strategy that you need to implement. Believing is like one of things that defies science, they cannot be explained or proven in a formula. They are just one of those instincts that we have inherited from our Creator. When you believe in your brand strategy, you will start to see benefits and gaps where you can service your niche and your belief will start to be come more contagious, more spoken about and certainly more people will be attracted to your brand. Even when industry professionals say the business is dead, believing allows for you to be innovative, creative and relevant. You will find a way when you believe in your strategy. Small businesses, often have limited resources and their brand strategy is printing flyers and servicing a small client base. But without fail, they have a budget to print flyers, and if you were to ask them how they know that this campaign works, they would not be able to elaborate. But they believe that, that particular action has and will  bring them more business and it has made a mark in their respective environment. They start acting in a different way, and that is the attitude that not only draws business, but it attracts sustainable business. Simply by Believing.

But "Believing" is not enough to have a sustainable strategy, you need to act in conformity to the strategy. As the saying goes, "If you love the end, you will love the means". Believing without doubt takes quite some energy, and it does not have to. But today to make a client believe in their strategy, it take a subscription to analytics, a fancy implementation schedule and a complex demographics research report, and not forgetting an even more intricate ROI forecast, for a simple flyers handout to local businesses.

There are 3 reasons why anyone goes into entrepreneurship:

1. For the Money
2. For the Passion
3. For the Recognition

Sometimes all three applies and when none applies to you, then you are in the wrong field, and a brand wants to achieve all three. All businesses seek to be profitable and it is those who seek for recognition that exceed the expectations of the of the themselves. Your brand believes that it could be recognized as a world class entity. Branding is for those who believe their business will make a bigger impact on their community, society and the world. Branding is for those who don't only want to be recognized, be in the position to influence trends, and society buying patterns. When companies like Google, Adobe, Twitter, Skype and Hoover brands are used as verbs, the brand evolves to become a brand giant. Google it, Photoshop that picture, Tweet this, Skype your family and Hoover that carpet. They got there by asking themselves the right question and believing that their brand strategy will get them there. 

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