The Essence of Branding: Deep Reflections by the Leader Create It
Sometimes, I come across posts about small brand consulting in my feed. However, I don't resonate much with those posts. Whether small or large, I believe that the identity and framework of a brand are ultimately best understood and expressed by the leader themselves. Here, "expression" does not refer to technical aspects.
Branding Requires the Leader's Reflections
A deep and ongoing reflection about 'myself' and 'the brand' is essential. Even if the fundamental framework of branding is established, changes are required according to seasons, concepts, growth, and reality.
These changes, too, must be informed by sufficient reflections to provide clarity in writing or imagery, conveying a clear sense of "this is the brand".
Consulting cannot substitute for this reflection. The reflection is the leader's responsibility. Consulting merely guides how to reflect and how those reflections apply across branding elements like color, logos, products, and marketing.
Where Does the Power of a Brand Come From?
The power and depth of a brand ultimately come from the fundamental and explainable reflections of the leader.
And that reflection is something that only the leader can do. Establishing, growing, and transforming a brand is a product of that reflection. This principle holds true for both small brands and big brands.
Conclusion
Branding starts from the ability of the leader to understand and express their brand. Consulting is just a tool to assist in this; the truly important aspect is the deep reflection and insight the leader has about the brand. To successfully build a brand, one must not cease the process of questioning and answering themselves and the brand.
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