Posts tagged with Brandtwist

Want success? Work on you as your brand

One of the key characteristics of brands that are launched by entrepreneurs is that they leverage the personal passion and history of the founder. It’s hard to think of Starbucks without thinking of Howard Schultz, Zappo’s without Tony Hsieh or Virgin without Richard Branson.

Each of these founders has spent time building their businesses but also paying attention to their own brands and building up a reputation for credibility and expertise that goes beyond any one individual business venture. Many entrepreneurs tend to be serial entrepreneurs; they get involved in more than one venture.

Personal branding is particularly important here as odds are some of your ideas will be successful and some won’t. But you want people to continue to invest (time, energy, money) in you as an individual.

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Why your brand's audience should be a bull's eye

Let’s not kid ourselves: creating a brand can be complicated. (If you’re reading this, you likely know firsthand how complicated.) Not only do you need to decide what your brand stands for, what you want to provide consumers and how to convey your brand promise, you must identify who you want to use your product.

This is one of the most important decisions you can make. After all, brands are relationships, and like romantic relationships you need to make sure there are two mutually interested parties. You don't want to get into an unrequited love situation where no one is interested in what you are offering. This can be a very cold, lonely, and ultimately very unprofitable situation to be in. Healthy relationships involve two interested and equally committed parties. Unhealthy ones don’t – and rarely last long.

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