Hey guys, welcome to Shama.tv. So today I want to talk to you about a word that gets thrown around a lot, and I’m not sure everybody really understands what it is, and the word is “Brand.” It is not a ‘Woohoo’ word, it is not a vague word. The word ‘brand’ stands for your company defined in one word or one phrase, and that is your brand. It’s the feeling. It is the values that are intrinsic to your business – all that combined, all that summed up into one feeling or one thought. That is your brand.
And what I want to talk to you about today, more than just defining your brand and understanding it, is the importance of going into your brand. See a lot of people think that thinking outside the box is cool and nice...
Hi Snoopy! Hi! Snoopy doesn’t do any thinking outside the box actually. He is all about inside the box, and that’s what I want to talk to you guys about.
It’s so important to think inside the box. Think inside your brand. People look outside to the next cool thing, to the next happening thing, and I’m not saying that’s wrong. It’s totally okay to look outside and see… Well, hi there, hi there. It’s totally okay to go outside and look at technology and see what’s out there, or what tools can I use. Absolutely! But you also have to always come back to your brand and see what is the intrinsic value of your brand, and go deeper into that.
And I’ll give you an example. One of our clients does an excellent job with it. They are k9cuisine.com and they sell dog food online. They have seen phenomenal growth for the time that we’ve been with them, for the past 24 months. They’ve seen record sales. And because these guys don’t necessarily always think outside the box, they use social media tools; they’re doing all the things they can to reach their audience; but their main goal isn’t always to come up with creative ways to do cool things. It’s always about their core values, which are, you know, they are a family company. They’re owned by Anthony and Kay Holloway, a wife/husband team who are really passionate about animals. So they have this passion for animals. They have, it’s a very family-oriented team. The customer service is their priority. These are the things, this is their brand, that they keep looking deeper into and say, “Is this… Does this strategy fit what our brand is?”
So always delve deeper into your brand. Start looking inside what your core values are for your business, rather than outside because thinking out of the box just happens to be cool. Because I can tell you that sometimes it’s more important – often it’s more important – to look into your brain, into your own intrinsic values for your business, than it is to think outside the box.
Very good points, Shama. I was curious what this could possible be about! -Tina
Shama – I think you hit the nail on the head. Great job. – Bo
OUCH!
from the COLORING OUTSIDE THE LINES guy!
Jeff
Great post Shama…I find that branding is such a long term process, but in this fast paced world people often think they need to become something new and different – they miss the point that while using social media tools is important, they should use them to reinforce their brand in new ways.
Thinking outside the box can also mean thinking outside the vacuum. It’s easy for us to fall into that – I do. I need to remind myself sometimes and get myself out of the personal vacuum I create and start thinking and operating from outside. But as you say, you want to stay true to your core values and core competency – that’s what makes you or your product great, the ability to have clarity and focus.
Hi Tina,
I just read an amazing book – Rubies in the Orchard – and this was a key lesson. Hence the post! : )
Thanks Bo! : )
Hey Jeff-
Nothing wrong with coloring outside the lines. : ) Creative thinking IS important, but I am sure you would agree that it should follow some set fundamentals (good customer service, solid product, etc.)
Global Patriot-
It is a long term process. : ) All the tools are important. So is creativity and occasionally stretching the boundaries, but basics first. Thanks so much for your added insight!
Hey Josh -
You hit the nail on the head! You want to stay true to your core values and innovate BASED on that. Awesome.
Shama, not sure when one is selling a book what there brand is. Is brand the same as tag line?
Sandie – I suppose it depends on the book and your history (is this your first book?) but I would say, as an author, that the brand is YOU.