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.

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?

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.

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…

 According to the Chinese calendar, January 22 marks the beginning of the year of the Rabbit, a year of peace, prosperity, longevity, and hope. The Rabbit is the luckiest of the 12 animals of the zodiac and symbolizes energy, elegance, and beauty. It is also quiet, clever, fertile, and prosperous in Korean folk tales. In addition, the Rabbit is resourceful, has many ideas, and is adept at adapting to the environment, moving quickly and steadily toward completing its goals. This is the perfect time to plan and set your marketing objectives for the coming year.

There is no better example of “rabbit-ness” than that Looney Toons icon, Bugs Bunny.