It’s so very important. One could say it’s the premise upon which everything else takes place, and is the major reason why someone will or will not do business with you and refer you to others.
When it comes to your brand, it’s important to understand that it’s how others perceive your very essence. The paradox is that while your brand is about you…it’s totally not about you.
I believe you’ll find this interview with Fox Business Brand Correspondent, Bruce Turkel, to be extremely enlightening. Bruce, with whom I’m honored to share a very powerful MasterMind group along with Kathy Zader, Joachim dePosada, Terry Brock, Gina Carr, JB Glossinger, Lisa Jimenez, Patrick Stinus, and Randy Gage (when he’s not a sabatically-wandering Jedi) is one of the most brilliant marketing minds I’ve ever met in my life.
And, he puts it plainly and simply that having the best product, service, book, speech, or rum isn’t going to build your business. It’s just the cost of entry.
Listen in as Bruce tells us how the humble scion of Bacardi was able to very profitably absorb this lesson during their first conversation (in other words, it wasn’t about the bat). 🙂
You’ll learn the potential danger of the self-referencing criteria; the difference between your “audience” and your customer; and why the …GMOOT! (Pronounced G-Mot) isn’t the answer but can be very helpful after your brand strategy is in place. As Sun Tzu said in The Art of War, “Tactics without strategy is the sound of failure.”
And, when I ask Bruce about his upcoming 2-day branding seminar, listen to how he tells the story, so effectively weaving in a strong and persuasive message along with the elements of a powerful brand. I even suggested after it that you go back and listen to it again and again.
Want to make your brand more valuable and your message more powerful? Enjoy this discussion with Bruce:
Powerful, wasn’t it? And, if you’d like to know more about his special 2-day branding event in Miami, being held literally inside his agency (as Bruce says, think Mad Men 50 years later), check out http://turkeltalks.com/elite-branding-intensive. I’ll be there in attendance with pen and pad in hand, and hope to see you there, too.
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