THE SAVORY OBSERVATIONS AND USEFUL ANECDOTES OF AN
Artful Realist
My name is LAURENCE VINCENT. I'm a brand strategist, author, speaker, photographer and lovable nerd based in Los Angeles, California. When I'm not writing here about brands and things that inspire me, I look after The Brand Studio at United Talent Agency. I believe brands must stand for real value; and that people value brands that fulfill a promise through artful experiences.
The Brand Resolution
Attention business managers: Happy New Year! Welcome to 2012.
If somewhere inside your business plan you list building your brand as a critical part of your success then it’s time to make a New Year’s resolution. Unlike the list you may have created for yourself, the resolution you need to make for your brand doesn’t require you to lose weight or cut back on the drinking. It’s actually very simple. It goes something like this:
This year, my brand promises to deliver {insert a valuable benefit} to all of our stakeholders (including customers, employees, investors, etc.).
See. Told you it was simple. Before you hire that fabulous designer to create a logo or update your website, focus all your energy on fulfilling this one resolution. Make yourself crazy and make everyone in your organization crazy striving to live up to this resolution for a full year. Everything you do should serve this goal—marketing, product development, customer service, hiring, capital investment decisions … everything. Because that’s what makes a real brand.
We’ll talk in 2013 about your next resolution.
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Copyright 2012 by Laurence Vincent
