what a brand is and what a brand does

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I’ve been talking to a magician about doing some branding work for him. We chatted about the Is-Does – what a brand is and brand a brand does – something that is not as necessary for a magician as it is for, say, a startup. But there are many flavors of magician. So finding your magic sweet spot, is important in so far as positioning. Cards? Illusion? Big stage? Escape?

As we talked, I realized that a performance-based brand (an act really) may require slightly more scope than a company. If a brand strategy is “an organizing principle for product, experience and messaging,” then the proofs of the brand claim may include, things like introductory music. It could also include costume, staging, lighting, and lots of other things I’ve never thought about as elements of a brand plan.  It’s rather exciting, actually. The unknowns are aplenty. Kind of like magic.

Should be fun.  Peace.

 

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A start-up prospect of mine accidently sent me an email, the topic of which was an internship program at a local university. (I did not open it, good boy that I am.) But it got me thinking. The top interns gravitate toward startup companies who do the best job of ‘splaining what the company is and what the company does –startups that can articulate their Is-Does in other word. And that doesn’t just apply to  startups. Many small and mid-size companies lack the Is-Does ability. The smartest interns go to the companies who can easily and clearly define their product and its value. In 140 characters. Not a breathy 6 minute meander. 

How does one create a tight Is-Does? Yep, from a brand strategy. 

A brand strategy is not a tagline.  It is an organizing principle anchored to an idea. It is the result of lots of work, insights, customer care-abouts and product strengths boiled down into a tight easy to articulate, easy to remember explanation.    

If you are a company fishing in the intern pond, you know there will be lots of resumes coming your way.  A tight Is-Does will makes sure the right resumes are coming your way.  The resumes of then next generation of leaders. Peace.  

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