• “Brandraising!” How to Cultivate and Communicate Your Logo

    Elizabeth's Garden Tulip

    To paraphrase William Blake who saw “the world in a grain of sand,” let’s examine your world as a single flower. The flower or logo representation is organic. It is the who, what, where, when and how of you.

    I love the term “Brandraising,” which I first encountered in Sarah Durham’s book “Brandraising: How to Raise Money and Increase Visibility through Smart Communications.”

    The book, while directed at organizations, is also an excellent tool for defining, developing, cultivating and communicating your own personal flower or brand.

    "Brandraising: One Organization, Many Channels," by Sarah Durham

    Think of the top, “Organizational Level,” of the triangle as your personal core components: your vision, mission, values, objectives, positioning and personality, which make you who you are. List each of your unique attributes, including your strengths and qualifications.

    Then, for the middle, “Identity Level,” be creative. What does your “visual identity” look like.  Are you a flower or a thorn? Are you people focused or technology focused? Do you see yourself in a global arena or in a local niche? Be sure the visual identity or logo you create best conveys the message of who you are. You would not, for example select a field of wildflowers for your logo if you wanted to develop weed killers or even sell weed wackers. If you want to convey high energy and cutting-edge think tank skills, a sand chair and beach umbrella would not do the trick.

    Last, but far from least, for the “Experiential Level,” you should maximize all the channels and tools available to connect with your audience and to let your audience connect with you. Communication is a two-way street. You sell yourself and your brand not just by broadcast advertising but more effectively by listening to your audience. Listen and take time to analyze their challenges so you can contribute realistic solutions designed to best meet their needs. Seize the opportunity to present yourself as the individual most qualified to resolve their problems.

    “Brandraising” takes time and nurturing, and it must be authentic. It is not easy but the long-term benefits are enormous. You will be able to do what you like to do and work with those who understand and share your vision and values. The flower that is your world will become a garden – ideally a community garden.

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