Ben Franklin on Branding
The United States of America is as much a concept as it is a nation. Its symbols, messaging, and mission are very much part of its brand. As we approach July 4th, I thought it would be useful to hear from one of the Founding Fathers of that brand, Benjamin Franklin.
Michael Pilla: Mr. Franklin, you were known for your astute observations. How do you think branding applies to individuals and businesses today?
Benjamin Franklin: Ah, branding! In my time, it was about establishing a reputation built on trust and integrity. Your brand is what people say about you when you’re not in the room.
Otherwise, you might as well just go and fly a kite.
Calling Dr. Design
Occasionally, I get a call to work on what I call Problem Projects. These projects often have tight deadlines, or maybe the initial designer dropped the ball, or the client’s staff was stretched too thin.
I see myself as “Dr. Design” (In extreme cases, Dr. 9-1-1), bringing a very particular set of skills that I have acquired over a long career.
Branding: DIY Could Mean DOA
The cornerstone of a successful business is a memorable brand identity that advances the mission, resonates with the target audience, and speaks to their needs.
Many business owners take a hands-on approach to developing their brand identity, or they farm the job out to an old buddy, a recent college grad with access to Canva, or, in extreme cases, an out-of-work relative. Larger companies with creative departments figure they already have creatives on the payroll, so let’s keep them busy, save a few bucks, and have them develop the identity. Who knows you better than your employees?
However, there are several compelling reasons why doing so is neither smart, effective, or economical.
Are You Your Best-Kept Secret?
Do you have trouble tooting your own horn? Are you uncomfortable extolling your virtues, discussing your success, telling people how good you are?
Or do you feel that you get enough business by word of mouth and that your stable of clients is so bulletproof that spending money on Branding is a waste of time and money?
In other words, are you your own best-kept secret?
A Lesson in Closing the Deal
The City of Florence began building its cathedral in 1226. Optimistically, they reserved space for a vast dome, even though no one knew how to erect one that would be 150 ft. wide and start 180 feet above the ground atop the newly built cathedral walls. The plans called for “an ingenious solution.”
In 1418 Filippo Brunelleschi, a prominent Architect and Engineer guaranteed he could build the dome with his own “ingenious solution.” There was just one catch.
Brunelleschi refused to divulge any details. Florence being what it was, he feared that his plans would be leaked to a competitor who would then take credit for his ideas. After several tense rounds of questioning, an exasperated Brunelleschi blurted out, “Just give me the job! How I do it is none of your business.” This novel approach to closing a deal worked, and in 1420, he won the contract.
The Zen of Digital Marketing: Starting with an Empty Cup.
Shoshin is a concept from Zen Buddhism, meaning beginner’s mind. It refers to having an attitude of openness, eagerness, and lack of preconceptions. The word shoshin is a combination of sho (Japanese: 初), meaning “beginner” or “initial,” and shin (Japanese: 心), meaning “mind.” When meeting a new client for the first time, I purposely do a minimal amount of preliminary research to avoid bringing any preconceptions to the table.
I refer to it as starting with an Empty Cup…
