Ok, so first off let me say I am not knocking Velveeta. For years, I have been known to make a mean queso dip using that gloriously uniform hunk of cheese. It melts beautifully in broccoli cheese soup and works magic in homemade mac and cheese. And I love me some cheese…in pretty much any form.
These days I am now more health conscious and eliminating a lot of processed foods from my diet. I am more interested in finding recipes that use natural ingredients and paying closer attention to what makes my body feel good.
I am applying these same “natural” and organic principles to attending to my brand and those of my clients.
whoa…how did I make the leap from Velveeta to branding? Let me explain
Processed cheese, really any processed food; comes out looking exactly like the one before it. It goes through a predictable series of steps or actions that lead to a particular result. It is a procedure based result that happens when something has gone through a process. It is designed for efficiency, speed, and predictability.
A Branding Process can be thought of in the same way. Predictable actions that result in a clearly defined, polished product at the end of the day. It may look something like this:
Absorbing, analyzing, extracting, interpreting, synthesizing, evaluating, and implementing…all very much process oriented. Left-brainers unite!
All of those steps listed above are important, but may not be appropriate for every person and/or business. Not every brand is ready to start at Step 1 and finish at Step 25.
This is why there is so much push back around people being thought of as brands…no one likes to be put through a cookie cutter process and out pops a perfect you (what’s the fun in that anyway?)
But what if we changed the concept in which we thought about personal branding and personality-preneur branding as rather a framework within which to work? A looser structure that not only allows for but embraces things like:
Concepts not so easily measured by graphs, data, and analysis; but equally important in a brand’s evolution and growth. Right-brainers unite!
A framework allows for individuality, connecting the dots, and holistic growth. It’s flexible, nimble, adaptable, and unique.
Much like you.
This is why I gig on branding so much…the beautiful mix of right brain creativity and left brain strategy that discovers and creates a resonant and memorable brand naturally and organically.
Polishing a brand with a soft cloth, care, and attention; rather than a mechanized system that molds you into something you are not.
No brand is ever perfect…which is how it should be.