Listening to Times Talks this morning over breakfast, I tuned into an excellent segment on the celebrity chef, Marcus Samuelsson. Two quick quotes from an interview with his branding manager John Parham put it on the line:
“Branding is constant, high-energy work.”
It’s not designing a new logo and thinking that the world will come to your door because it’s aesthetically pleasing and looks great on your website and business card.
“You have to take someone OFF the shelf to get you ON the shelf.”
Let me re-state these two quotes for application. Creating the brand experience of you and what your product or service represents takes 24/7 vigilance, activity, participation and repetition. For folks to remember YOU, you have to continuously offer excellence so that your competition fades from your prospects’ memory.
Once you’re conscious and respectful of the amount of work it takes to keep your brand front and center, no task will seem unreasonable, no event too much trouble to attend.