The idea for this came from my uncle. He’s read everything. Every book on business, personal development, productivity and Jack Reacher. If you need to dig deeper on almost any topic, he’s got the book for you. I find it really useful to have that kind of personal librarian, someone to point you in the right direction for extra information, and so thought I could do my small bit to do the same for you, the reader.
First up, ‘Build A Brand In 30 Days‘ by Simon Middleton.
I picked this book up to read it while I was away on holiday for a week with plenty of time on my hands. Reading is one of those things that I like to think I do plenty of, but actual books? I can go forever without having touched one. That I wanted to change, so I started here.
The book itself is a How-To guide for those looking to take their first steps into the world of ‘brand’. Whether you’re a business owner, or just someone within an organisation looking to affect brand change, it breaks the process of building a brand down into 30 ‘days’ or short-exercises. It runs you through each step, explaining each time why it’s important and detailing a few key case studies to demonstrate the point.
The book is a great introduction to the concept of brand and explains really effectively the fact that it means far more than just a cool logo and a well-thought-out company name (though that is part of it). Brand is about living and breathing your company’s identity through everything that you do as a business, no matter how small you are.
Anyway, 100% recommend it. Simon Middleton is a real expert in his field and well worth paying attention to. Here are my three takeaways:
The best brands matter. And they matter to people because they have values. Values are the only thing, other than price (difficult to compete on) and product quality (subjective) that humans have to base their purchasing decisions on. It is vital that every business has some and that they are differentiating. It’s an idea often brought up when people talk about creating a brand. Every great brand has a purpose it exists, like Patagonia’s:
Build the best product, cause no unnecessary harm, use business to inspire and implement solutions to the environmental crisis.
From that desire to make a difference comes a set of values. Things you won’t compromise in order to make that thing happen. Proper values need to be lived out in every dimension of a business (which Middleton reiterates on several occasions) and are what successful brands live and die, succeed or fail by.
Define who your customers aren’t
Everyone has heard about the importance of knowing exactly who your customers are. It makes complete sense. By knowing and defining your target audience you’re better able to serve their needs, communicate with them effectively and build an engaged community. But a great point that Middleton brings up, and something I’d never thought about, is how important it is to define who your customers are not. It’s not just people who don’t like you. It’s those customers that don’t stand for what you stand for, those who go against your values and don’t share your vision for the world. By owning this to the point that you gently and respectfully walk away from customers with whom your business doesn’t align is incredibly powerful. Concentrate on who your customers are/could be, by knowing for sure who they are not/never will be.
It’s not necessarily about budget
This one isn’t detailed in a specific chapter in the book but still a big takeaway for me. One thing that comes across in the book is that much of building a brand can be done on next to no budget – good ideas are not expensive after all – what it does require is hard work, honest reflection and the desire to succeed. There are a few things that Middleton suggests you don’t scrimp on (excellent design work and website creation) but most of the exercises can be completed with a flip chart and marker pen, provided you’re willing to put in the time and mental energy to make it work. The great thing about all this is that you don’t have to be a large organisation with lots of cash to be a successful brand, in fact some of the greatest brands – those that really matter to the people who interact with them – are small, local businesses with a tiny payroll and an even tinier marketing budget. Don’t let size and money stop you from meaning more to your customers.