Did you know our ancestors way, way, way back used to brand themselves with tattoos (Ouch!) so that when they went to battle they wouldn’t accidentally kill each other.  So branding has been around for a long, long time.  In our CEO Club classes we often do a little test.  Here’s the test:  Think of the word tree and tell me what comes to mind.  You may think of wood, leaves, shade, or you might think of nature.  Very few people, if anyone, ever come back with “I think of the letters T R E E”.  Why is that?  Because we don’t think in words, we think in pictures and we think in emotions.

Here’s a tip:   Look at your Brand Identity.  What picture are you using to build a connection to your audience?  Read your slogan again?  What emotion does it touch?  Now ask, do the picture and the slogan tie together?  And most important, do they speak to who it is you are and what it is you do?

This has been your CEO Rule of the Week.  I am Ruben Estrada.  Your Next Move

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