7 Brand Building Principles of the Best Brands

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Denise Lee Yohn knows what makes a brand great.  With twenty-five years of experience building some of the world’s greatest brands, she knows the strategies that work.  Whether Burger King, Land Rover, Jack-In-the-Box, Spiegel, or Sony Electronics, Denise has knows the principles that make a great brand.

“Make the small stuff your business.” -Denise Lee Yohn

 

If you think branding is a logo or an advertising campaign, think again.  You may think you don’t “do” branding, but then you will miss learning some incredibly important business ideas—because corporate branding means more, and all of us have a personal brand.

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Denise, when most people think of branding, they think of a television commercial, an internet ad or a new logo.  It’s ironic to me that branding itself is not branded properly.  Your book completely redefines what great branding is.  Why do most people have the wrong impression about branding?

 

“Great brands ignore trends.” -Denise Lee Yohn

 

Branding actually refers to the practice of putting a symbol on a thing – ranchers used to brand their cattle with a unique mark to indicate their ownership.  The practice was then adopted by companies selling products.  They developed logos to put on their products to distinguish them and to signal which companies made them.  Over time these symbols became cues of product quality and meaning – people would assume a product from a particular company had a level of quality consistent with the company’s past or other products, and they would attribute some meaning to it when they associated the logo with it.   Marketers worked hard to develop compelling logos and strong positive associations with them. DLYohn Headshot Portrait 2013

So technically the understanding of branding as a business practice is still correct, but it’s clear that the value of branding has diminished.  It’s no longer enough to develop a creative logo or to launch clever marketing campaigns to express what your brand stands for.  Companies must execute on their brand identities too.  Today’s savvy customers can see through a branding veneer, so a company must translate its brand vision into customer reality.

Let’s touch on a few of your branding principles to give a flavor for your unique approach to brand-building.  The first is great brands start inside—with culture.  Why is organizational culture the starting point?

Culture is the necessary first step when you want to define or re-define your brand because culture is what ensures your employees understand and embrace what your brand stands for and understand their roles in interpreting and reinforcing your brand.  So great brands rally their people around common cultural values and use their brands to focus, align, and optimize the inner workings of their organizations.

Interview with Bestselling Author David Baldacci


Having troubles viewing this video? Watch it now on YouTube.

A Master Storyteller

With over 110 million books in print, David Baldacci is one of the world’s favorite storytellers.  He is a writing productivity machine, churning out bestsellers almost as fast as his fans can read them.  He and his wife founded Wish You Well Foundation, an organization dedicated to literacy efforts.

No matter your profession, I believe listening to David’s story will inspire you and give you ideas to help your own career.

In this video interview, David and I discuss:

  • How he maintains such productivity.  He has never missed a deadline, and Fast Company labeled him one of the “most productive people.”
  • David’s advice for aspiring authors.TheFinisher
  • The real story behind his overnight success.  His first published novel was Absolute Power, which immediately became a bestseller and a major motion picture starring Gene Hackman and Clint Eastwood.
  • His newest book, released today: The Finisher.  Learn why David submitted the manuscript under a pseudonym, hiding his bestselling author credentials.
  • His passion for literacy and libraries.

Take a few minutes and learn from a master storyteller. His advice has the potential to improve your own story.

 

Reaching Your Peak Performance

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“Does your performance reflect your potential?” is a question posed by Scott Addis in the introduction of his new book.  It’s a question I have often asked of myself and of others over the years. Reaching your potential, hitting peak performance, and achieving your best self are different ways to talk about the subject of personal success.  I recently had the opportunity to talk with Scott about his thoughts on maximizing performance.

Confident people risk security to achieve higher levels of growth and independence. -Scott Addis

 

Scott Addis is the President and CEO of The Addis Group and Beyond Insurance, and author of SUMMIT: Reach Your Peak And Elevate Your Customers’ Experience. Beyond Insurance is a coaching and consulting company whose purpose is to transform the process that insurance agents, brokers and carriers use when working with clients. Scott is recognized as an industry leader having been awarded the Inc. Magazine’s “Entrepreneur of the Year” Award as well as “25 Most Innovative Agents in America”.

SUMMIT is divided into four elevations.  What are the four elevations?  Why is the book organized this way?

When it came to putting the material into a book, I thought it seemed natural to organize and edit the writings into a sequence that reflected a progression from individual skill development to business relationships to the customer experience.  Summit is therefore divided into the following four elevations:

 

Elevation I: Preparing for the Climb (Developing Your Personal Readiness)

Elevation II:  Setting up Base Camp (Preparing to Present Yourself to Others)

Elevation III:  On to the Summit (Focusing on the Customer Experience)

Elevation IV:  The Final Ascent (Discovering Your Inner Strengths)

In Elevation I, you emphasize the importance of paying attention to four performance indicators and developing them as the reader progresses.  One of these performance indicators is natural strength.  Why is it crucial to focus on honing natural strengths rather than improving weaknesses?

Every person who has ever lived has natural strengths (also known as Unique Abilities) though most people are not conscious of them.  Because of this lack of awareness, these people have not experienced the infinite rewards that come from being able to harness and develop their natural talents and pursue their passions wholeheartedly.  The more you are able to recognize your natural strengths and shape your life around them, the more freedom, success and happiness you will experience.  Your Unique Abilities (i.e., Natural Strengths) have four characteristics:

  1. A superior ability that other people notice and value
  2. Love doing it and want to do it as much as possible
  3. Energizing for you and others around you
  4. You keep getting better, never running out of possibilities for further improvement

Most individuals are not able to identify their natural strengths, let alone concentrate on them, because they are trapped by childhood training.  We learn at a young age that the secret to success in life is working on our weaknesses.  Unfortunately, it is the focus on weaknesses that results in a sense of deficiency, failure and guilt.  As a result, our lives are filled with frustration, wasted potential and missed opportunities.  Letting go of these “lack of abilities” to focus on the things you love is a key to maximizing your performance.

 

Innovation is the lifeblood of the peak performer. -Scott Addis

 

In Elevation III, you discuss the customer experience.  What is the customer experience?  Why are the first impressions so significant in building customer relationships?

The Customer Experience Journey is the sum of all experiences that the customer has with you and your firm, the actions and results that make the customer feel important, understood, heard and respected.  Each customer interaction molds and shapes the Journey.

A first impression is the mark you make in the first moments of interacting with someone.  This impression has a strong effect on one’s intellect, feelings, or conscience.

It is interesting to note that the brain is immensely perceptive and takes into account every minor detail of another’s facial features.  The sight and sound around us are picked up by sense organs and the signals are passed to the brain.  These signals are then compared to the memories of past experiences.  The interpretations of these signals play a key role in forming the first impression.Addis_jacket.indd

In your book, you write:  “Work-life balance remains my biggest challenge in my quest to reach the peak.”  How do you define work-life balance?  Why is it difficult to achieve equilibrium between the two?

The term “work/life balance” first appeared in the 1970’s.  The expression means having equilibrium among all the priorities in your life.  It is interesting to note that this state of balance differs from person to person.  However, if there is little or no balance over an extended period of time, the vast majority of people experience stress and, eventually, burnout.

Today’s intense, competitive business climate has created corporate cultures that demand more and more from professionals.  To get ahead, 60 to 70 hour work weeks appear to be the new standard.

Goal setting is also very important on the climb.  Why is mental imagery, or visualization, a key component of successful goal setting?

Visualization allows you to see yourself at some point in the future, while goals offer a road map to reach these visions.  There is nothing more rewarding than having visions, setting goals, launching into action and persisting until you reach your destination.  The key to goal setting is your ability to turn this vision into reality.

Mental imagery is essential to goal setting.  Your ability to see yourself at the point of goal actualization is a key component to successful goal setting.  Goal setting breaks down unless you have great clarity about your vision.

“The last few steps of the climb will be the toughest, yet the most rewarding. They will require mental toughness, commitment, drive, self-discipline, positive attitude, and positive self-image.  It is when you make your final ascent that you will discover your inner strengths.” –F Scott Addis

Why is a positive first impression so important?  What are some tips you can offer our listeners or readers on creating a positive first impression?

5 Principles of Ultimate Influence

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All of us must learn to influence others. Whether persuading your child to eat broccoli or supervising a team, the ability to influence is important to working with others.

In those situations, do you see the other person as an adversary? Do you resort to manipulation or coercion to try to get what you want?  Or do you understand how to influence and win that person over?

The World’s Greatest Influencers

The greatest influencers are not manipulators. They aren’t pushy. They don’t create animosity. Instead, they seem to win people naturally, effortlessly, making everyone happy with the outcome.

How they do it is the subject of this post.

 

BobBurg

Bob Burg is a speaker, a blogger, and a best selling author. He’s perhaps best known from his many stage appearances as a speaker for large organizations.  You may also know him by his runaway best selling book, The Go-Giver.  I have read all of his books and learned from all of his work.

His latest book is Adversaries into Allies.  It’s one of those books that you cannot stop reading.  I have dog-eared and underlined so much of the book that he likely wouldn’t recognize it if he saw my copy.

There are so many lessons in this book, which reads like a modern day version of Dale Carnegie’s How to Win Friends and Influence People.  Reading it, I realized that there are dozens of questions to ask Bob.  I chose to focus on the five principles of ultimate influence shared throughout the book.

 

Sometimes the most influential thing we can do is listen. –Bob Burg

 1. Control your own emotions

Bob, I want to ask you a question about each of your five principles to influence and move people to a different thought or action.

The first is to control your own emotions.  Why is controlling your emotions the very first step and why is it harder for some people than others?

Skip, as human beings we are emotional creatures. Sure, in certain ways we are logical, but we are basically driven by our emotions. That’s often very counterproductive. The problem isn’t that we have emotions (emotions are a wonderful part of life), it’s being “controlled by our emotions.” When this is the case we are simply not in a position to think clearly, to think logically and be able to take a negative situation or person and elicit a positive outcome. When we are in control of ourselves and of our emotions, the opposite is true.

For example: If a person says or does something you find offensive, it’s important that you be in control of your emotions and – as Zig Ziglar taught – “respond” rather than “react.” When you react, you are allowing that person (and your emotions) to control you; when you respond, you are in control of yourself and your emotions and are now ready to create an environment for a winning result for everyone involved.

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2. Understand the clash of belief systems

 

Your second principle is to understand the clash of belief systems.  This one may not be as intuitive so please tell me more about it.

A belief is a subjective truth. It’s the truth as we understand the truth to be. But that doesn’t mean it’s “the truth” (though we are usually certain it is). While our belief systems are a combination of upbringing, environment, schooling, news media, television shows, movies, popular culture, societal mores, etc., it is pretty much formed by the time we’re six or seven years old. Some of these beliefs work for us, are productive and helpful, and keep us safe. Most are counterproductive and serve no constructive purpose.

 

Tact is the language of strength. –Mike Burg

 

So, we are pretty much controlled by a belief system we are not even aware we possess. Add on top of that, the person with whom we’re about to have a difficult interpersonal transaction is also controlled by a belief system that they are not even aware they possess. Now add to the mix that as human beings we tend to believe that others think as we think, and you’ve got the makings of a huge clash of belief systems.

We don’t need to understand their belief system; what we do need to understand is that their belief system is most likely much different from ours. Only when we consciously understand that are we in a position to proceed in a way that a mutually beneficial result can occur.

3. Acknowledge their ego

The third principle is to acknowledge their ego.  You say that the “ego is the ultimate driving force in everything people do.”  Give me an example of how to acknowledge ego in a legitimate way with sincerity.

Better Communication, Not Just More Communication

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  • Want better communication?  Stop talking.
  • Think technology will help?  Expect less from technology and more from people.
  • Want to go forward?  Start by backing up.
  • Think being yourself is the answer?  Think again—it’s an excuse for Neanderthal behavior.
  • Ever been told that asking questions helps?  Questions actually make many conversations worse.
  • Want to meet aggression with force?  Bring a stick to a knife fight instead.

Geoffrey Tumlin makes all of these counterintuitive suggestions—and more—in his new book Stop Talking, Start Communicating. Suggestions like this pull me in and force my brain into arguments with my assumptions. Studying great communicators is something I have done my whole life because I’m always interested in better ways to connect, to understand, and to listen. Geoffrey’s book doesn’t disappoint. It’s filled with practical advice to improve our communication in the digital age.

Geoffrey Tumlin is a communication expert and an organizational consultant. He’s the founder and CEO of Mouthpeace Consulting, a communication consulting firm, and the president of On-Demand Leadership, an organizational development company. He’s a West Point graduate who also holds a PhD in communication from the University of Texas at Austin.

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Geoff, your book is packed with advice from beginning to end. As you point out, good communication = good relationships = good life, so improving our communication helps us in all aspects of our lives. How has communication in the digital age challenged us and changed the game?

The fastest way to improve your communication is to stop talking. –Geoffrey Tumlin

The digital communication revolution of the last two decades has given us more ways than ever to connect with each other. The paradox is that these new capabilities have combined with our innate love of communicating and have led to hypercommunication: our inboxes overflow, our phones incessantly vibrate with text messages, and it’s difficult to keep up with the ceaseless conversations on social media. To cope with our increased communication loads, we’re sending more messages than ever, but we’re spending less time on each message. Our hypercommunicating environment doesn’t lead to productive and meaningful connections; it leads to rushed, distracted, and error-prone interactions. The ability to communicate with anyone, anywhere, at any time should have ushered in the golden age of communication. Unfortunately, it has all too often scattered our attention, strained our relationships, and degraded our interactions. Our challenge is to turn that around so that the most powerful communication devices in human history don’t come between us; they bring us closer together instead.

Let’s focus on the three guiding habits you say are critical in the digital age. Tell us more about each one of these habits and how to put them into practice.

It’s important to remember that these are guiding habits, not rigid orders. If you adopt these three behaviors, and if you incorporate them into your interactions, your communication will steadily improve. These three guiding habits will be like a tide that rises to lift all of your relationships.

Listen like every sentence matters; talk like every word counts. –Geoffrey Tumlin

1. Listen like every sentence matters.