The idea is
[the transformation]
             


[An excerpt from this letter was published in the Los Angeles Business Journal Mar 22, 2004]

Dear Editor,

Is it surprising that the LA Business Journal printed a 'branding' commentary that foregoes the tenets of great branding? Michael Levine's [Beyond Beyoncé, Branding Makes Map to Marketplace; LABJ March 1, 2004, p. 30] leaves us hanging. In three ways, here's how:

  1. Levine says it's important to define what branding is not; before defining [what branding is]. He does the first. And not the second, which is the more important of the two.
Here's what I teach my clients (and Mr. Levine's competitors). The $64K? is "Does your branding (emotions you emote and evoke) make you money?" By your behaviors, and every form of expression, your brand is your best form of passive income. It's the expression of the impression you leave (or what precedes you). Think of that 4-letter word: reputation.
  1. Levine's article content fell short on the promise of its title. He gives no examples of how Knowles knows branding.

Specifics sell. Stories are good. And with no clarity and closure there is no story. (This is what makes most bad movies, well, bad. Same with press releases.) Expanding the definition, branding is the strategies used to deliver your benefits to your customers. What are the ways you reveal your product, company, brand, belief, values, reputation to your targeted marketplace? (Hint: entrepreneurs erroneously call their marketplace a database.)

Furthermore, a strategy is the way you're planning to obtain long-lasting business / career goals. Your advantage in creating and executing great branding strategies? Your customers find you: irresistible. And then you win five Grammys. Unfortunately, we're not privy to Knowles' map.

  1. Levine gives us no way to contact him in his signature.

Pity. Especially for a Hollywood publicist. Without a way to connect, how can anyone buy? Your published and e-mail signature is the most [out-of-pocket and ROI] cost-effective way to brand your product. I call it 'Selling in Seconds'. (Hint: The Los Angeles Business Journal might want to up the ante on their masthead by including the paper's URL and employee e-mails.)

I'm not sure I anticipate further branding commentary in the LABJ. What I do know for sure is this. You can learn a lot about branding by making the term synonymous with everything you think, say and do. Your brand is your strongest ally. After all, it's who you sleep with every night.

Tia Dobi, Saleswoman behind a typewriter

Tia Dobi is a copywriter who uses facts, testimonials & image-branding to sell clients' products so they can sleep soundly knowing their marketing $$ are well spent. Unlike other saleswriters, she's lived in 3 countries inside the U.S. borders and 3 outside, plus she's held these titles: P.M. of TV commercials & music videos, radio sports-stringer, tele-prompt operator for national news anchors, 'free-money-from-the-government' program expert, defensive driving instructor, executive recruiter and lint picker in a tuxedo factory. She meets advertising giant David Ogilvy's recipe for success: "A great copywriter must be well-rounded." Reach her now at 310-839-2468 or TiaD@earthlink.net.