Is your Logo your Brand?

Is your logo your brand? In a word “No”. As consumers and business operators alike we are often told that the iconic logos that represent companies like Disney, Starbucks or Nike to be “Branding”. Well, controversial or not, I disagree. Before you get up in arms I do agree that a logo is an important piece of the brand definition. When we break down what a company’s brand consists of we find that the foundation lies in the concept of the product or service that the company sells. Built on that foundation are the walls that begin to make up the personality of that organization. Among these supports are customer service, the employees, the management, the location and the overall experience of buying from that entity. The roof on the brand structure is made from the consumer-perceived value of the products and services offered. From this vantage point, the Logo is simply the icon that represents the address of your businesses’ “Brand House”. Though it is a part of the entire concept it is not the definition.

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Correlation Versus Causation

Every so often we stop what we are doing and take stock of who we are, where we have been and what we perceive our own worth to be. I began this exercise a few weeks ago in part as an attempt to write a bio of myself. Part one of this exercise consisted of me sitting quietly with my “business self” as well as my resume. Just reading my accomplishments and knowing in my soul what I contributed to the success of former employers gave me goose bumps mixed in with an invigorating yet humble pride. I loved this because I have very mixed emotions in regard to the companies that I had chosen to entrust my hard work and passion with. I feel lucky that I am not a person that needs an enormous level of validation from others or their perception of me yet always appreciate the nod of recognition for my contributions. The second part of my exercise was a peek back into the people that I recruited, hired, trained and mentored. What I found was a great knowing that my “gut feelings” of these individuals was always the most fantastic barometer. I vividly recall the hiring process where my colleagues were impressed and moved to hire individuals who had MBA’s and degrees from big name colleges or whom had worked for iconic companies. I have to say quite loudly that in every interview my first agenda was to separate correlation and causation. I didn’t care much if someone had worked for an iconic company but I did care what they had contributed to the success of that company. I also never quite understood how someone taking an English literature class at Stanford 20 years ago affected their business contributions today. I know that putting any training or education into successful practice means mountains more than the dust collecting on the top of that degree. The moral of this little story is that I am proud that I contributed enormously to the brands that I associated and I know in all those talented people that I saw the same passion to making a difference. I know for sure that everything that you or I do is defined and appreciated in our souls. You will always know if you were a bystander or the vehicle.

Genuine Branding in today’s competitive climate is absolutely key.

Remember 10 years ago when it was in fashion to position a small business to look like large business? “Our Mission…”, “We are here to help…”, “The team at xyz company…”.

Today I am updating those businesses with a clear approach. Long-term, loyal customers buy who you are, not what you sell. They believe in what you stand for and why you stand for it.

Instead of attempting to make your small business look like its something that it is not, try saying “I” and “Me”. Let that potential client see that they are buying you, your face and your work ethic.

Wearing your heart and your business on your sleeve will cut through to your right-fit target.

Remember that you attract what you are. Genuine, honest business people attract genuine, honest clientele.

Enjoy!

Ronn

Passion vs. Ego. Small business or big business?

So which is better Small business or big business?

As the guy who has worked with both I say small business has the leading edge hands down. Why? Because big business has what I call “ego layers” which is a pesky layer between the technician layer of a business where the rubber meets the road and the strategic layer.

Where there is a serious lag in the effectiveness of the business is when the ideas and strategies of the Strategic layer are not heard by the technical layer because of a trip-up in the ego layer.

You may be working this out in your head and saying: Okay the CEO is the strategic layer (good guess) and the counter clerk is the technical layer (another good guess) and Sally Sue the office manager is the Ego layer. This may actually be the case but keep also in mind that every member of the team can and will contribute to an ego layer. Why? Because everyone wants to have their worth known by the team and especially the boss. This occurrence is not necessarily an issue based in ugly sabotage but usually in a selfish intent to be worthy of one’s job.

Example: Mary oversees experience and concept development of a chain of restaurants. With the CEO’s blessing, Mary decides to hire an outside consultant to bring a fresh perspective to the floundering facilities. However Melvin who oversees the company’s brand image instantly takes a strong dislike of the consultant questioning his credibility to not only the management staff but also to the technical team. So in the end what could have been a new breath for the company was instead quickly squashed by the ego of the brand manager and ultimately the company’s money was wasted on the consultant.

“All unhappiness is due to the ego. With it comes all your trouble. If you would deny the ego and the scorch of it by ignoring it you would be free…” Ramana Maharshi

How I learned how to manage businesses the simple way.

I spent the better part of the last 25 years managing various aspects of Hotels and Resorts. Let me be very clear in saying that I love the hospitality and travel industry. What many people do not realize is that in most hotels and resorts every aspect of that property, being the restaurants, bars, spas, salons, retail, events and conventions are managed by the resort and its managers. There are instances where those spaces may be leased to outside companies but for the most part all is managed internally. So this is where my big epiphany happened. What I realized is that there is a current that runs through every business that defines the factors that make it successful or not. I realized that I did not need to become an expert in spa services or a seasoned retail manager to understand and operate successfully. What I know now is that if I combine my passion for business management with the focus on some key areas I am then prepared for business success.

Interested in how I do it?