A New Way of Thinking

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Branding is such a young discipline it's often confused and misunderstood. It's really about setting strategy not taking orders or focusing on execution. It's about co-creation and collaboration. It's about evolution and staying relevant.

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Brand is like Golf. The game of golf is a very simple premise. Get the ball in the hole in as few strokes as possible. It’s not more complicated than that. But a lot of people become obsessed with the game. And as such, there’s a tendency to go deep. And spend a lifetime… And for some people a fortune… Trying to perfect that which is imperfectable… Kinda like all this branding stuff… Sometimes we just need to remember that this brand game is about getting the ball in the hole in as few strokes as possible. Do you find yourself making the brand game more complicated than it needs to be? Let me know in the comments below.

Brand Is Like Golf White Underlines

Marc Gutman

PRIDE Google Sheets Easter Egg Google is always doing cool things to support their community. Since June is Pride month… Google has inserted an awesome Easter Egg in Sheets. 1. Open Sheets 2. Write the word “PRIDE” in the columns. Watch what happens! I might start all of my Sheets like this going forward! What do you think of Google’s Sheets Pride Easter Egg? Let me know in the comments below.

Pride Google Sheets Easter Egg Green

Marc Gutman

Burn Out. It’s real. It happens to all of us. It’s happening to me. At first I thought I was unhappy and unfulfilled. Then I realized I've just been working too hard. Stretched too thin. I need a break. I’m planning on leaning into the summer, taking Friday’s off, and most importantly… Not being so hard on myself. How do you know you’re feeling the effects of burnout and what do you do to recharge? Let me know in the comments below.

Burn Out Pink

Marc Gutman

What Do You Want to Be Known For? It’s a pretty easy question. But so many people struggle with this one. Admittedly I do from time to time as well. But ask yourself, “What Do I Want To Be Known For” As a Brand… As a Company… As a Product… As a Person… Then put all your energy into making sure the rest of the world knows it too. What do you want to be known for? Let me know in the comments below.

What Do You Want to Be Known For Black

Marc Gutman

Relax Ask Some Questions Pink

Marc Gutman

Testing Doesn’t Work Testing big ideas by its very nature is flawed. To be clear I’m talking about focus groups, test groups, processes that score work before launch, etc when I say “testing”. Testing looks for what’s wrong with an idea. Not what’s right. If you look at the most perfect anything long enough you’ll find flaws, imperfections, and reasons not to believe. Testing suggests that people react logically and intellectually to branding. As if they pass a brand and say “Gee… that product is psychologically and emotionally representing my unmet needs…” Testing is flawed because no one really knows what will resonate until the idea and brand is out in the world. The real world. Testing also assumes that we really know what makes branding work and it can always be quantified, measured, and analyzed. I don’t think we can. Do you think testing works? Let me know in the comments below.

Testing Doesn’t Work Black

Marc Gutman

Messaging Is why most businesses fail to connect with customers. Messaging...Shows value you offer. Messaging...Show’s why you’re different. Messaging...Is the reason customers choose you. Messaging isn’t just what we say but HOW we say it. Messaging that works doesn't focus on telling people what you do. They probably know already. The messaging that works for your brand highlights the value of what you do for your customer and how it’s different from the other options they have. Messaging is the most important, but most overlooked, component of a brand. Is your messaging doing its job for your brand? Let me know in the comments below.

Messaging White Line

Marc Gutman

When Companies Get Brand Right They ask - “what business problem am I trying to solve?” They seek the advice of a professional to guide them through the process. They never stop branding. It's a fluid, ever evolving practice. It's an always-on function in your business. Customers are demanding more for the companies they do business with. They care about what the business stands for and require that they back up the beliefs they put on a website. Businesses that look to build communities as a cornerstone of their brand are winning. Stop selling your product, features and benefits. Sell the story. Sell the feeling and experience your customer has with your brand. Be willing to take risk and accept change as a part of being great. Be different. Stand out. Find the white space. Own a position in your customer's mind. When do you think companies get “brand” right? Let me know in the comments below.

When Companies Get It Right Green

Marc Gutman

Start with Who Instead of starting with Why, try starting with Who Who is the sibling of Why. They are interconnected and depend on one another. You may argue that one is not more important than the other, But I would argue that you can have a business without a Why. You can’t have a business without a Who. Inspired by Simon Sinek’s golden circle model, there’s a new circle - I call this the diamond encrusted circle. By getting crystal clear on WHO we are solving a problem for, it becomes easy to ladder up and find our Why. Do you believe in Starting with Who? Let me know in the comments below.

Start With Who Black

Marc Gutman

I Don’t Believe In Formulas There’s a lot of people out there selling formulas for brand and creativity. I’m not a fan. Advil is a formula. WD-40 is a formula. Coca-Cola is a formula. A formula is repeatable with a specific, exact, REPEATED outcome. Branding, writing, design… No matter how much we try… cannot be reduced to a formula. We work in FRAMEWORKS. And while a process and an approach they are not formulas. They do not give a precise answer. Frameworks help us uncover truths, identify problems, and get to a desired answer (in a round about way). But it’s never formulaic. I believe in frameworks not formulas. Let me know what you think about frameworks vs. formulas in the comments below.

I Don’t Believe In Formulas Blue

Marc Gutman

The Cracks In Your Hull Today’s hybrid digital and physical world is a real challenge for businesses. There are about a bazillion touchpoints for your brand. And showing up inconsistently across this landscape is a real problem. One mistake or incongruent touchpoint isn’t going to sink your ship. And in a silo these mistakes never look to be all that large. But it’s the collective inconsistencies that are the cracks in your hull. That will one day sink your business. I can’t tell you when. But it will happen. How do you manage to stay consistent across your brand? Let me know in the comments below.

The Cracks In Your Hull White

Marc Gutman

Why Clients Pay More Is it because the work of a high priced agency is better than a lower priced agency? Probably Not. Is it because the people are smarter at a higher priced agency than a lower priced agency? Hardly ever. Is it because there is less perceived risk with a higher priced agency than a lower priced agency? ABSOLUTELY. Higher Rates ($$) = Peace of Mind Clients pay more to mitigate risk. That’s it. Do you think clients pay more to reduce risk? Let me know in the comments below.

Why Clients Pay More Blue

Marc Gutman

Branding Is About Selling Branding Is About SELLING That’s right. Most people think branding is about logos, or websites, or promises. But branding is about influencing the gut feel people have about your product or service. Make no mistake Branding is all about the $$$$. Our modern day depiction of the beloved Santa in his red and white suit with rosy cheeks is a great example. Before the 1930s Santa didn’t exist like this. There were several mythological characters from different cultures like St. Nick, Sinterklaus, Papa Noel… But not until Coca-Cola rebranded Santa in their brand colors to influence the sale of more sugar water… did Santa look like we know today. Branding is all about selling. Let me know if you agree in the comments below.

Branding Is About Selling Red

Marc Gutman

Remember The Goal When reviewing work and giving feedback it’s easy to get lost in minutia. “Can you make it green?” “What would this look like with a Gotham font?” “Is “impact” really the right word?” While all these details can matter… This type of feedback isn’t always helpful. What is helpful is to give feedback that references the business goal the creative is intended to solve. Try thinking about WHY you’re even doing this in the first place. Ask: “Will this attract the customers we want to attract?” “Will our desired audience get the desired impression we want?” “What will the gut feeling of our customers be after interacting with this?” These are the right questions to ask. When in doubt, remember (and reference) the goal. This will answer all unanswered questions. Do you remember the goal in your feedback process? Let me know in the comments below.

Remember The Goal Black

Marc Gutman

There Can Be Only One At the beginning of every engagement, before any of the work begins, there’s a super dooper important decision to be made… Who will be the decider? Who on the team will be the tie breaker? Who on the team will the one to make the final decision to keep the process moving? Getting input from the team is a MUST. But if left unchecked, decision by committee can kill momentum and your brand. Someone needs to be the decider. Without a “decider” projects tend to drag on and turn into a meatball sundae of everyone’s ideas. There can be only ONE. Do you choose a decider in your engagements? How do you do it? Let me know in the comments below.

There Can Be Only 1 White

Marc Gutman

Find What’s True Sometimes we over complicate all this brand stuff. Often, all we need to ask is… What’s the truest thing about your brand? If I said “[your brand] is…” what would your prospective customers say? Patagonia is...self-righteous activists. Apple is… expensive. Crocs are… ugly. In the truth lies your opportunity. Take that truth and then start to build communications around it. If the world is already thinking it… don’t fight it. Lean into the truth head on. What is the truest thing about your brand? Let me know in the comments below.

What’s The Truest Thing About Your Brand Blue

Marc Gutman

You’ll Be Rewarded in Public… ...For What You Do In Private. No one ever sees the hustle. No one ever sees the struggle. No one ever sees you staring at a blank page thinking: “I have no ideas left…” All everyone ever sees is the finished product. They see the polished presentation. The well thought out YouTube video. Your audience celebrates you in public. For all the hard work you do in private. What are you doing in private to be rewarded in public? Let me know in the comments below! P.S. Do you like customers coming to YOU?  My team and I are looking for a few businesses who want to differentiate themselves from their competitors and increase revenue using brand strategy. If you’re interested, message me the word “different”. Thanks.

You’ll Be Rewarded In Public Black

Marc Gutman

Sell to the Believers There are a lot of people who DO NOT believe in what you are selling. And no matter how much you educate them. Or show them the light. They’ll never believe. Then there are those who already believe in what you do and what you are offering. There are so many people who exhibit the attributes of someone who WILL believe in you with a little education. Don't waste time selling to the non-believers. Spend your time selling to the BELIEVERS. They are waiting for you. Now go find your believers. Are you selling to non-believers who will never convert or are you focused on the believers? Let me know in the comments below.

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