BEING A BRAND GUARDIAN

Are you concerned about how your Brand is being executed? Of course you are. After all, your Brand is the core of your existence as a professional operator within your niche. The question actually should be: ‘Is your Brand safeguarded?’. 

WHAT IS A BRAND GUARDIAN

Even though I had a very good understanding of the role it became even more clear once I read Andrew Vesey’s post in Brand Quarterly. In todays very busy digital market (in particular) it is imperative to make sure your Brand is in line at all times with what your company stands for. This is where a Guardian steps in to make sure all aspects of your Brand are consistent wherever it is represented.

There is no need to stress how tough the competition is out there.  So you better make sure you’re protected. After all, you have insurance for your family, home and even business - why not for your Brand?

WHO NEEDS A BRAND GUARDIAN

In general, companies or SMEs and even individuals are so focussed on starting up and/or running a business that something like their Branding can easily be jeopardised. Therefore your Brand needs to be looked after properly.  Not because you don’t want to do that, but because there are usually a million and one other things that need your attention constantly. 

Take for instance your next upcoming marketing campaign… You most likely are outsourcing all creative elements. Or even if you’re relying on your internal marketing team there will be an element of mishaps or misunderstandings due to the amount of people working on your project. It’s here where you are in need of a Brand Guardian.

WHAT WILL A BRAND GUARDIAN DO

It is someone that will be able to oversee and guide all those involved in your campaign to stay within the parameters of your Brand. To make sure that there is consistency whenever aspects like your logo, your colours, your company’s mission statement, etc. is being used. The importance of stability across a campaign cannot be stressed enough. Your audience needs to able to recognise your Brand at all times.

A Brand Guardian will take care of all visual requirements. Many times external agencies you use undergo changes and even internal teams/freelancers could steer away from being in line purely because of the workload they are expected to deliver. Taking on board a Guardian eliminates this once and for all.

CONSLUSION

What makes an exceptional Brand Guardian, you may ask. Speaking from experience, first and foremost it is the value that will be brought to your table. This is comprised out of: 

  • putting oneself in the client’s shoes

  • extraordinary eye for detail

  • positive frame of mind

  • proven outstanding management skills

  • delivers successful end results

Followed closely by: a high level of effective Solutions to fulfil your expectations, being known for a People’s Person to make sure everybody is up-to-date with the latest developments, creating you a Brand Book with guidelines and instructions.  Ultimately, someone to Enhance and Secure your Brand. 

From knowledge, being at hand as a Guardian has been proven to cause much more help than hinder.  As a mentor and coach many opportunities have risen to assist, help and guide clients to have a consistent Brand. The strong believe here is that your Brand should be fully in order whenever you step out into the world

As always, please feel free to share, comment or send me a message if you have any questions and/or can relate to this post. 

You can reach me here, and on LinkedIn, Twitter, Facebook & Instagram

And most of all… Thank You for reading. 

THE ROAD AHEAD

Where is your business heading? Now that you’ve started what are you going to do with it all? Here is some guidance from Bob Proctor: “A proper Goal provides the necessary incentive to grow in awareness - and every aspect of your life is a reflection of your level of awareness”.

What strikes me within these wise words are: Goal, Grow and Awareness. 3 very powerful points to take note of to make progress.

Personally, a lot has been picked up from working in a corporate environment for many years. One that stands out like the proverbial sore thumb is Goal Setting. It was great to be introduced to it years ago. Something that comes natural and are done religiously at the start of every new year. Taking a couple of days for the New Years celebrations to wear of and by January 3rd thoughts are arranged into at least 3 Development sections: Trading, Business and Personal. Setting out a strategy for each part of life as a professional working individual is order of every new year. 

SET UP GOALS

To sit down and calmly spend time making decisions for the next 12 months at least is one of the most satisfying exercises one can do. It puts the future into perspective and creates a track that encourage the mindset to work systematically forward. 

A golden rule to follow is that of creating SMART Goals. Setting massive, almost out-of-bound Goals are, from a personal point of view, not that productive. It is good to be ambitious, however being realistic is a much better route to follow. Over-the-top Goals can easily lead to disappointment and discouragement. One can feel a failure and that easily leads to negativity in thought and mind - something that should be avoided at all costs since being positive is a much easier way to live life and being successful. So, be SMART about your Goals. 

No need to agree on a huge list of Goals either. The list can rather be short and sweet than long, tedious and impossible. Aim for around 3 to 5 per section.

CREATE GOALS

Here we are talking literal as in creating the document which will lay out each Goal that will encourage you over the next 12 months to move forward and make progress - in both business and personal growth. 

Keep it plain and simple. A 3-pager landscape-layout with 4 columns each should do the trick. Give each page a heading that clearly describes what your plans are. Then head up each column too. The following column headers makes a lot of sense: Goal, Actions, Timescale and Result. 

Take each page at a time. Write a Goal and follow on to the 2nd column and then the 3rd. The 4th will be visited throughout the year and completed by the end of your 12 month period. Do this for each page you created and very soon you will look at a great lots of words that stare you in the face. It is so much easier to visualise what needs to be done by when once you see it with your own eyes. People do tend to say why should I create a document? It’s all in my head in any case - trust me, seeing it in black on white cement it in your head and give your mindset a real good boost. 

To finish off this very important document it is imperative to Brand it. Add your logo. Use your company colours. Definitely use your company font. Make it your own. It is YOUR Goals for YOUR company. Once again, each time you visit this document it will give you a sense of ownership. After all, it belongs to you! 

VISIT GOALS

There are people who (unfortunately) think that once they created their Goals it can stay in a folder somewhere on their computer. Their attitude of I am going to complete it only in 12 months from now is defeating the purpose. A regular visit to this document will not only refresh your memory it will also make it clear where you are with those Goals as the year go by.

A healthy suggestion is to add at least 4 reminder dates to your calendar. Every 3 months is good timing. This will give you enough time to get on with business in general and easily let you cast your mind back to what you have achieved and where you are in making progress. Here is where column 4 gets the action. Note down the date your visit takes place and next to it whether you have already accomplished, slightly progressed or still have to start on the particular goal. Quarterly visits will also help a lot at the end of your 12 month cycle to see the full picture with no need to open your diary searching for accomplishments or wreck your mind when you actually demolished a goal. 

FINALIZE GOALS

Time flies by so quickly and before you know it a year would’ve past. The moment of truth will be facing you. The last Goal visit of the year will be upon you and you will need to be honest about what you wrote months ago. 

The possibility exists that certain sections of your Goal Setting document will still not be completed. Don’t stress about this. Circumstances change all the time. There could be a very good reason (lets hope so) for a Goal to be still outstanding. If it is still relevant to your development don’t feel ashamed to add it to the next bunch for the year to come.

CONCLUSION

All of this may sound easy, but it is not always like that. Every year Goals’ intensity will increase. Your aim will be higher than before. You will most likely put a bigger demand on yourself and your business. Don’t let it deter you. As mentioned before, there is nothing wrong with being ambitious. Nothing prohibits you from setting the bar a notch higher than last year (actually, it is a very healthy approach). The important thing is to continue to set Goals. Continue to visit them regularly and be strict about them. At the end of the day it’s up to you, but having these milestones set out loud and clear will help you with you strategy towards success.

Even though we are in the middle of the year right now and you may realise there is no such document called Goal Setting 2016 don’t wait until the start of 2017. Get going right now and set out milestones for the next few months at least. Or if you prefer, start a 12 month cycle now. No one but yourself can decide when to start. Now is as a good time as any other time.

Good luck with your Goals! It will be worth it every time - promise you that! 

 

BEING A WINNER

How does one become a winner? What does it take to be successful? Many people see it as being lucky in life. Others put it down to pure hard work. But what really is needed for one to come out on top and walk away with the trophy?

THE OPPORTUNITY

Within the last 24 hours another major sporting event took place in Paris, France. To say that it was nail biting and exhilarating are understatements. Apart from the outcome (which caused much personal happiness) the fascinating part was watching the two men play tennis to a top standard. Since it was the world’s #1 and #2 their tennis skills were of the highest possible. That is obvious if one reach that level in the world ranking. However, there were much more than skills evident during the match. Watching both players walking out on a court at Roland Gross it was clear that both were here to win. Needless to say only one could achieve that. But which one will it be, was on everyone’s mind.  

THE BEGINNING

It started out with one player taking the upper hand and making use of opportunities to claim the first set in his favour. If we as spectators thought he’s onto a winning streak we could not have been more wrong. What happened over the next 2+ hours was incredible - not only as a sporting event, but as a display of human ability par excellence.

THE MIDDLE

Not that there was much of a surprise in the one player taking control, but how he took control. The difference between the two players was phenomenal. It became clear why the world’s #1 player is number one. And to be honest, it wasn’t down to his tennis skills alone.

THE END

Once the #2 player had his serve broken it was downhill from there onwards. His shoulders slumped multiple times after faults. He didn’t control his emotions much. Winning the odd point ended in over the top outbursts of joy. Every time he made an error one could see how it effected him in a negative way. His confidence went out the window in no time. It was actually embarrassing to see him fall apart. He was behaving like a yo-yo. After all he is the world’s #2 player and it became apparent why he is only #2. He has the skills, but doesn’t have the mindset of a winner. He was not determent enough to fight for the title. All in all a shocking performance.

His opponent was in utter contrast. He was consistent across all aspects of his game. There was undeniable evidence of him eliminating emotion throughout. Even if he occasionally showed some frustration the majority of the time he was cool, calm and collected. His body language was on par with that of someone in control of not only of the game, but of himself. The shoulders never slumped - even when he lost a point. His head never fell down when he made a mistake. There was hardly an outburst of the verbal kind. It was clear that this man had a demeanour of a winner. And so he did. No surprise there.

THE LESSON

In business (and also life) there is a great message here.  Even if you have the skills to be great at what you’re doing, you need a lot more than that. Determination is the emotion you need to bring to the table (not schoolboy playground frustration). Show the world (or the client sitting across from you) the confidence and the believe you have in yourself. Lay bare your positivity and outlook. Be consistent in delivering your skills and your message as if you’ve nailed the proposal already (even if it’s only the start of the presentation). Most of all, show you have the mindset of a winner. 

From this tennis final it is clear that success is down to skill and determination plus mindset. These three goes hand in hand.  Step up your game and walk away with the prize. It is possible. 

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