Finding your brand essence

I got an email from someone who had hired a consulting firm to help his company find their true brand selves. They failed. He failed. He asked me if I could recommend a better one.

My answer:

The problem isn’t the consultant, it’s the fact that if you have to search for a brand essence, you’re unlikely to find one.

Standing for something means giving up a lot of other things, and opening yourself to criticism. Most people in the financial services industry (or any industry, actually) aren’t willing to do that, which is why there are so few Charles Schwabs in the world.

First, decide it’s okay to fail and to make a ruckus while failing. THEN go searching for the way to capture that energy and share it with the world.

Clothes don’t make the man, the man makes the man. Clothes (and the brand) just amplify that.

It's Nice to Share...

Technorati Tags: Brand Essence, Charles Schwabs, Consulting Firm, Email, Financial Services Industry, Man Clothes, Ruckus

No related posts.

Related posts brought to you by Yet Another Related Posts Plugin.

RoosterMoon.com runs on the
Genesis Framework

(and so do the sites we build for our clients)

Genesis is flexible, powerful, and has amazing support; it provides the secure and search-engine-optimized foundation that takes WordPress to places you never thought it could go. It's that simple - start using Genesis now!

I highly recommend using the Genesis Framework, and also occasionally recommend other products I believe would be helpful to you in your business. If you make a purchase through my link, it's likely that I will receive a commission. This doesn't increase your price; in fact, sometimes I'm able to negotiate a lower-than-retail price for my readers.