It’s true. The more you play the game, the more likely it is you will die!
Okay, maybe that’s a little dramatic, but if you’ve been in business for any amount of time, you know that scarcely a week will go by that you don’t feel like you’ve been knocked down and run through. And not only are you likely to be beaten to the ground, you’ll also find that you’ll get stronger with every rising up.
And how will you know you’ve won this game, you ask? Well, one day you’ll wake up and realize you actually have a brand. People know who you are. They see you as an expert. A brand gives people certainty. And don’t you know people are craving certainty right now in this crazy and uncertain world!
Once you have a brand, people start looking for you instead of you going out and looking for them. People reach out to you and ask for your help. They respect your expertise. They are willing to wait to meet with you. They respect the fact that you have a life. They make appointments. They come back. They tell their friends. They wear your logo on their t-shirt or their hat. They are raving fans. That’s how you know you have a brand.
Coca Cola has a brand. And it’s a strong one. Research has shown that consumers will get down on their hands and knees are reach past “other” sodas just to get a Coke. Harley Davidson has a brand. Hell, they even have a club you can join whether you own a Harley or not! Apple has a brand. They even give you their logo on stickers when you buy their product so you can advertise for them in other places. Disney has a brand. Okay, you get the picture.
Do YOU have a brand? Are you willing to stay in the arena long enough, to keep getting back up week after week, to continue adding value when it feels like you’re getting nothing in return? Because if you are indeed a gladiator, then maybe one day you too will build a brand that people will trust. Maybe one day you’ll wake up and realize that the consumer is seeking you and the standards you represent, that they will pay whatever you charge, and that they will become your champion. Victory is sweet my friend.
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