It's Everywhere

Branding is an inescapable part of our lives.

A Critical Skill

Professional presentation is important to master regardless of one's profession.

Joy

It begins with a sense of inner joy at recognizing and sharing who we are.

Connection

It's important to recognize what others see and value in us.

Alignment

When we successfully match our inner selves with the realities and demands of the outside world, the result is both profitable and joyful.

"I am ready to brand" vs. "Get me a brand"

Attitudes about branding fall into a number of categories. Two of the most interesting are the "I am ready to brand - help me" vs. the "Get me a brand".

The former has to do with the organization being ready to face itself. There is some sort of concern over their image, or a crisis, and they accept that it is time to go through the often painful process of self examination that is branding.

The latter has to do with an arrogant refusal to undergo true branding, but it is stated in the guise of obtaining one. The speaker trivializes and minimizes the serious issues surrounding branding, treating it like a toy that can be bought at the local FAO Schwartz.

It is really not necessary to wind up falling into either of these categories. Rather, an organization can take a balanced approach to its brand, recognizing the necessity of maintaining ongoing brand health, and taking corrective action where necessary. That way they feel neither pathetic nor arrogant about who they are and who they want to be.