Karine started off our ”Five Keys” series earlier this week and has passed the proverbial baton to me.

Key #2 – Understand your brand and promote it

Even though branding is a chapter in every marketing textbook I had much to learn when I started working at Summa. Couple reasons: First I majored in Geography (ask me about plate techtonics !) ; secondly my previous employer was all brand.

Now with product placement in everywhere, social media, digital advertising, and the age of the Obama brand  branding is more prevalent than ever. We all have our favorite brands  but when it comes to messaging your brand the key is your elevator pitch.

Explain your brand – the essence of who you are – but keep your story short and clear. If your audience doesn’t grasp the acorn they will not fathom the oak (Rudov).

So before you speak to government ask yourself: Who are you ? Why should government listen to you ? Why are you credible ? Who says ? Tell your story so the right people hear it, support it and are compelled to act for you. (Sidebar: pet peeve of mine: avoid unnecessary quotes)

What is your favorite brand ?

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