A unique and compelling brand of journalism is the key to both increasing your audience and to serving
audiences well. AR&D creates
such winning brands. We’ve undertaken
literally hundreds of client assignments calling for us to design a brand of
winning journalism that grows audience.
But, we know that putting a brand in place is not
enough. It has to be managed very
carefully and made to grow each and every day. And that takes a team -- your on-site brand management
team. Only your team can do the
hard day-to-day work of keeping the brand on-track.
And that requires that those on the team all have a certain frame of mind with regard to managing
and growing the brand. What we’ve
discovered is that effective brand managers share certain traits. Without these traits, the brand will
never be what it can be.
Some inspiration in this can be taken from the 2001 film A Beautiful Mind. Certainly you
recall Russell Crowe’s portrayal of mathematician and Nobel Prize genius John
Nash who, as the movie’s tagline said, “Saw The World In A Way That No One
Could Have Imagined.” As a result
of his particular way of looking at things, he was able to solve problems no
other could. Now, while we don’t
wish on you the troubled side of his genius, we do wish for you a similar
ability to turn the world on its ear, look at it in a particular way, and solve
your greatest challenges.
So, what makes for “A Beautiful Branding Mind?” As it turns out, a lot. Consider just these ten traits:
Passion
Be a true believer.
Share your passion for the brand.
Be a Brand Ambassador, even a Brand Evangelist. Why? If you don’t care about your brand why should others at the
station? And more to the point…why
should the audience?
Bravery
Put your ideas out there. Don’t worry about the criticism. Instead, embrace the criticism. It may lead to something even better, stronger, and more
effective. Argue your points. Yet keep the next point in mind.
Objectivity
Lay aside your own preconceived notions of what to do and
open up to all ideas. Listen to
others. Consider the full range of
possibilities. Be brutally honest
with yourself and others, but in the name of objectivity.
Openness
And, don’t be stubborn. If you want others to be open to your ideas, be open to
theirs. This is especially true if
you are the boss. You need to
realize the power your title has to shut down discussion. Good ideas can come from anyone,
anywhere in your organization. Let
that happen.
Optimism
Be positive.
Branding is hard work. Not
everything will work. Not every
idea will be great and not every great idea will mine gold. But, don’t give up. Forge ahead knowing that the hard work,
occasional disappointments, and obstacles in your way are just a part of the
process of success.
Patience
Success takes time.
Be patient and let your brand grow and take hold. Don’t make your brand into today’s fad.
Drive
You want to win.
You want to serve viewers at no less than your best. That’s your standard. Period. Enough said.
Focus
This is a big one.
Forces are at play everywhere pulling you ‘off brand.’ Stay focused. Know who you are and stick with it. Every thing you do – every decision you
make – must keep the brand front and center. To do otherwise is to dilute the brand, even weaken it.
"Complex-ness"
You are a classic multi-tasker – a mental multi-tasker. You can think strategically, yet act
tactically. You can think
long-term, yet know that the details of day-to-day actions matter greatly as
well. You care and act on both the
big and the small.
Creativity
Another really big one. This is what separates the big successes from the lesser
ones…or the failures. Creative
solutions to growing your brand are really hard work. The uncreative fall back on copying the competition, or some
spot they saw while on vacation.
But, the creativity that really matters is what you bring to your own
particular and unique situation.
We told you it took a lot. No wonder brand managers are always so tired!
So now that you know what it takes, we encourage you to work
on your own “Beautiful Branding Mind.”
