Faith

Imagine being approached by some scientists to participate in a quick, non invasive experiment that will be financially rewarding (given that you correctly answer their questions).

You agree and so are placed in a large, but poorly lit room that is filled with different items. The objective is then explained: To find your way to the other door (on the other side of the room). They also explain that should you choose to only walk straight, you will not encounter any obstacles-better still, the straight path has some luminous footprints on the floor that can be easily followed to ensure that you don't jeer off course.

You decide to take the path you can see and eventually get to the end and exit the room. You are then asked to fill in a quick survey on your experience, so you can claim your reward. As you glance at the questions, you realise that they all relate to the items which you couldn't see but were apparently present.

The scientists thank you for participating but remind you about the conditions that would enable you win the cash prize... unfortunately, you have not qualified. Is that fair?

Memorisable Writing

Once upon a time, I was able to receive, retain and recall information by ear and off by heart. Now, seasoned with thyme, marinated, and more mature, I have come to appreciate the wisdom associated with writing down.

You get to a stage when the intricacies of your dealings, greater influence the success of the bigger picture, so, "I forgot", can no longer be used as an excuse. 

No matter how good your brain is, I encourage you to write down for two major reasons:

 1.) Just incase you actually forget something. It acts as your insurance. It also allows you to free your mind to be able to focus on other things...In trying to remember certain pieces of information, our short term memory can become ineffective to taking anything else on at that particular moment.

2.) For the eventuality that someone else needs to follow the same instructions. It's then available, to be followed at their convenience. Infact, it's one of the reasons people write books. It enables the writer (information source) to serve many at the same time. 

So, even if you have a good memory (tending towards photographic), you write down because of the people you've been called to serve; the people that weren't present but will require the information nonetheless, and the people that will ask the same questions over time... You can refer them to the piece of writing that answers the question and saves time. 

Once upon a time is NOW. Now, you must cultivate the habit of writing because, there is good sense in it. 

Brand Stifling

Whilst deliberating on content to post, I decided to touch on the concept of brand stifling, and how many brand owners are limiting their brand’s growth and reach because of it.

For the purpose of this write up;

• A brand owner can be: the founder, CEO, any member of the marketing team, an organisational body, an institution or any group of individuals tasked with ‘protecting’ and maintaining a brand’s core identity and values.

 • A brand user is anyone that is able to enjoy, utilise or interact with a brand (good or service).

Due to the unusual angle that I approach this topic from, it is good to understand or agree on a definition of the root word 'stifle'. According to Google, to stifle is to, 1.) make (someone) unable to breathe properly; suffocate. or 2.) restrain (a reaction) or stop oneself acting on (an emotion).

Applying these definitions to a brand, we can agree that stifling occurs when brand owners are 'too jealous' of their good or service (especially noticeable in their attempt to micro-manage every expression of their brand's identity), that they don't allow free organic interpretation by brand users/participants, they are said to be brand stifling.

However, on the other hand, when brands choose not to be as ‘intentional’ and allow all brand users to freely ‘reproduce’ their goods and or service(s) as they perceive it, they run the risk of being portrayed wrongly; the essence of their brand’s core message misplaced.

How then do brand owners combat the issues associated with both approaches?

 

1.) Brand owners must ensure that at the core, their brand content, delivery and approach, is cohesive at as many touch points as possible. The idea being that, no matter how much brand users ‘distort' the original message, core values and brand identity, it will be clear for all to see that ‘that’ is the exception and not the norm.

2.) Brand owners should make standard brand guidelines more readily accessible-via their website for example. Taking such a step helps the brand users know their parameters. An example would be to explicitly state that the logo should always be pink and white. "Don’t complain that cars aren’t stopping, if you forget to put traffic lights at the junction.” - Joshua Komolafe

3.) Brand owners should accept that their ‘strong’ brand is being ‘marketed’ free of charge and involuntarily. Despite the revolutionary advancements in the marketing industry, word of mouth still proves to be one of the best and most effective ways of gaining and increasing a more loyal target audience. When someone other than the brand owner publicises a good or service, it appears more authentic (especially when it actually is), and causes those around them to enquire about the brand further.

Going back to the first point, if your brand is strong in itself, as enquiries are made (via the website, social media, print, face to face with staff etc.), the essence of the brand’s core message will be received, regardless of how ‘badly’ it was initially portrayed by someone else. Which, thankfully, returns the initiative back to the brand owner.

4.) Brand owners must sadly also accept, that, no matter how strong the brand is, some brand users will never fully understand to then portray your brand as you would like (exactly). The earlier this notion is accepted, the happier brand owners can and will be. This is not to say that brand owners should sit by and accept a complete misrepresentation of their brand; on the contrary, I believe that brand owners should fight for what they believe in, as much as they believe in it, for as long as they believe in it. That said, there is also wisdom in discerning when to pursue and when to “let it be”.

When I founded JFConsult Group ( The performance improvement brand education consultancy which I currently run), several brand users would often mispronounce the name; mistakenly mixing it up with my surname or adding and removing letters as it made sense to them. Initially, I would get annoyed as I corrected people but over time, I realised, “...Yes, I must continue to correct and inform as many people as I can…”, however, it should be done out of love and from a place of understanding i.e. Accepting that not everyone will fully embrace or understand, to then replicate the brand as you passionately intend them to.

5.) Taking that point a step further, brand owners must take responsibility to educate and train as many as possible, on the vision, direction and brand identity of the good or service they find themselves to be custodians over. We have reached an age where complete control over the manner in which your brand is perceived is no longer possible. In the piece of the opinion pie, now, everyone has a slice. Disregard ‘them’ at your peril.

To conclude, the best approach will involve a mixture of strategies by brand owners, depending on their industry and end goal. No one size fits all, but, we all have shoes to wear. Find your shoe, wear it and take care of it.

It is impossible to completely manage every expression of your brand. Instead, be ready for it to go through the fire and the water… Will your brand still survive?

The 3 intangibles of your Personal Brand

In this post, I explore the concept of using colours to depict one's personal brand. I believe everyone has a colour which best represents them. My study has produced some very interesting finds, which have led to some very interesting conclusions. As I began writing this post, I very quickly realised that I would need to supplement my findings with more. I implore you to open your mind even as I try to make meaning of my discoveries. This post is applicable to anyone at any stage in the journey of personal brand discovery.

After reading through, see if you can answer the questions below:

• What would you add to my list?

• Do you agree with my list?

• How has this made you view your brand differently?

 

 I look forward to reading your thoughts...

In colour psychology, there is a way certain colours subconsciously make you feel and react-wherever you see ‘them’.

When I initially did an internal brand audit of myself, I saw that my brand 'emitted' or was perceived as colour orange.

Orange calls to mind, the feelings of excitement, enthusiasm, energy, flamboyance, optimism, sociability, creative flair, adventure & warmth, amongst other things (adjectives that closely describe me to a very large extent). 

However, as time passed, I noticed that my brand evolved; moving on past the 'allure' of the colour orange, unto something with the potential to be just as ‘bright’, but now with a more professional undertone that better represents the other aspects of myself at large.

After much perambulating, I decided to observe how my skills and passions played into the mix, and if when considered, would verify my thoughts (that my brand was evolving); leading to the emergence of a new colour.  

I can say it now because I am passed that stage, but it took me a very long time to finally arrive at 3 main words that described who I am; the three areas I felt were priority/my main areas of gifting (and still are, as I write this).

Those words are: Orator. Eyeonaire. Pioneer. 

At face value, they may not mean much to you but concealed within each word, are the skills and passions I possess and pursue purposefully...things I truly care about. 

The word ‘Orator’ spoke to the salesman in me. It spoke to my ability to entertain. It spoke to my constant need to motivate others. It also spoke to my realisation (most importantly) that my primary purpose in life is solely linked to my mouth. 

The word ‘Eyeonaire’ spoke to a pain I couldn’t seem to ignore-no matter how hard I tried. It was uttered whilst questioning my inability to overlook ‘bad' designs; to the extent that I once turned an interview into a brand consultation-to the surprise of those interviewing me. I couldn’t just sit there when they asked, “Any other questions?”, knowing fully well that their brand required a complete overhaul. I went ahead to explain how a company of their size could increase penetration levels with better identity design.

It won’t surprise you to learn that I didn’t get called back.

Coupled with this, was my realisation of how much of a pain I had become at home; always commenting on different pieces of media; explaining how colours clashed and how certain images appeared pixilated, or how a different version of a logo should have been utilised etc. These frustrations eventually led me into research which I now teach as oft as I am given the privilege. 

Reading so far, one might question how any of this comes into play when deciding your colour and then your personal brand. some might even question what any of this has to do with the title.

If you actually look deeper, you will realise that I have explained how the colour orange was derived from just looking at my personality traits (the first intangible). I then explained how I went a step further, looking at my skills and passions (the second intangible). There is still one intangible more which I would love to look into briefly as I conclude on how I arrived at where I feel my brand is currently at. 

The reason I have decided to explain in such depth and with such emphasis on my personal journey thus far, is so that, those keen on developing their personal brands can insightfully adapt my methodologies to start to make sense of and them hopefully take charge of their personal brand. I am where I am today because certain people decided to share deep secrets that took them years to discover. If there’s anything I am particularly grateful for, it is the manner in which those same people provided the information required to help me-FREE of charge. And so, I do the same...

As I conclude, the final realm I probed that helped me arrive at my current 'colour' and phase of my personal brand was my values. This stage was particularly tricky, for the sole reason that, I found myself putting words forward that sounded ‘big’ or ‘good' but weren’t really me. I had to practise an extremely hard skill-the skill of listening whilst I talk. 

I was able to do this via two mechanisms of sort.

One, I had to play out my vocabulary mentally, taking a 'back seat' to sound out words I kept saying without realising. I felt like these words emanated from my heart for a reason. One of such words was 'Excellence’. I found that in multiple conversations, with different people, in different contexts, I would often use the word “Excellence." so, my first value was penned down.

Two, I had to ask those close to me, at different times, what they felt I stood for. The answers were quite surprisingly the same. 

In one way or another, those values can be described as: Excellence. Trust. Passion. Power.

What started off as my quest to find a colour that better suited where I felt I was at in my journey, ended up as a documentation of my path to unearthing a new colour and therefore, the next phase of my personal brand. 

One of the take homes for me throughout this on-going process is that my brand has metamorphosed from an orange to an aqua like blue (hex code: 2BC8E4). But not only that, now also; a charcoal (hex code:14141B), a beige (hex code:46484D), grey (hex code:BEB9B4), cream (hex code:E1DFDD) and white (hex code:FFFFFF). 

Personality traits, skills & passions and values were the three intangibles I considered which helped me realise what I am about in more detail and how they can be expressed more visibly. This process has definitely increased my focus but has also sadly meant that some other skills, passions and hobbies that I thought I was good at/liked, have taken the back seat on my journey to fulfilling purpose.

There is the wisdom in knowing the brand architecture. There is the knowledge required to apply the brand principles. Then there is the application of the brand design. 

This part has spoken specifically to the wisdom in knowing the brand. In subsequent posts, I hope to be able to speak to the knowledge required to apply the brand and the actual implementation of one’s brand. 

I am curious as to how my brand will evolve in the future. I also wonder how long my current brand will last. As with the 'orange phase’, I didn’t think change was going to happen in the manner it has done. Because it’s a truer representation of where I am, it points to the fact that I have grown. And growth, especially when positive, is always a good sign. 

A Short Story by Elsie Marcus

Intent on observing the tadpoles that swam with agility and speed, she stubbornly pushed back the onyx coils that sprung from her head.

The water rippled in tendrils as Chidi stared closely. Once again her onyx kinks sprung precariously from her head before dropping right before her eyes. Without hesitation, she flung them back, intent on maintaining her laser-like focus on the fish tank. The tadpoles swam with an agility and speed that pushed Chidi closer to the edge. In child-like wonder she rose onto the tip of her toes and pressed her nose firmly against the cold glass, wishing with all her might that she too could be like the tadpoles. She wanted to swim through the sea with elegance, feel the water spray against her skin when she dived into open air, and eat all the food she wanted, but alas, she looked down at her feet before gazing sadly at the tadpole. With her nose still firmly pressed against the glass, she let out a downbeat sigh. She would never be able to.

“Chidima Agu, move away from the glass this instance!”

Wobbling from the sudden outburst, Chidi struggled to regain balance, but found herself being abruptly pulled from the large fish tank. Before she could open her mouth, she found herself firmly planted next to her mother who held onto Chidi’s small wrist in hopes of keeping her rooted.  Chidi tried to wiggle away, back to her fish friend in the water, but her mother wouldn’t allow it, not again.

“Chidinma we have to go, now is not the time for your games, please” Stress marred Stella's features as a frown, and the wrinkles under her eyes seemed to add years to her once youthful face. Chidi was considered too young to understand, but she did, and so she gripped her mother’s hand in hope she would realise Chidi understood her frustration. In silence, Chidi’s eyes wandered to the fish tank, her mind consumed with thoughts of the sea and the little tadpole.

Heavy footsteps preceded a soft face and an even softer voice; “And I assume you’ll be back for your next round of chemotherapy next week? Doctor Onyeka looked expectantly at Stella, a sympathetic smile on his face as he awaited her reply.

“Oh, yes... yes, I’ll be back next week”. Her words were laced with fatigue, and Chidi noticed but her young mind couldn’t comprehend the reason behind it, or the meaning of chemotherapy; It sounded more like a cool alien word to her. Wrapping her scarf tightly around her, Chidi, cast one last longing glance towards the fish tank before following her mother out into the fresh snow.

“Wait... Just one moment” Doctor Onyeka briskly followed Stella out the door and gently held the crook of her elbow.

“Stella, are you sure you want to do this alone? Is there no one you can bring, for moral support?” His eyes scanned over her with a fatherly concern.

“No, no it’s fine, I can do this, I have to” She attempted to smile but doctor Onyeka's words struck a chord in her. She had cancer. She was alone. Thanking the doctor for his concern, she grabbed Chidi's hand and continued towards the car with stiff movements. Chidi looked up at the woman she saw as everything and wanted nothing more than to put a smile on her face.

“Mummy?”

“Yes sunshine?”

“Mr Onyeka was wrong.”

Stella chuckled in disbelief and looked at Chidi.

“What do you mean?”

“He was wrong mummy. You have me, I’ll always be here for you, forever and ever and ever!”

Time seemed to stand still as Stella looked down at her daughter. Affection bubbled through her as she scooped Chidi into a bear hug, burying her tear-stained face into her Onyx kinks. Stella knew in that moment that her mini-me was the reason she had to survive this breast cancer. There was no other option. Chidi squealed in delight, oblivious to the woes of her mother, but all the happier to help.