What is my "Brand" - What kind of bricklayer are you?

Posted by Keith Jolie on Tuesday, June 26, 2012 Under: Brand Building
When I was in elementary school, my grade 6 teacher was talking about careers and he was walking around the class asking people what they wanted to be when they grew up.  I'm sure that there were the usual policeman, ballerina, astronaut and fireman responses, but the one that I remember was when a kid said that he wanted to be a bricklayer. 

I seem to remember that there was some laughter from the kids in the class - probably because a kids only exposure to bricklayers were the gruff cartoon characters that you see in cartoons where someone always ends up falling off a ladder or having a wheelbarrow of bricks fall on their head.

What struck me however was the teacher's response (Mr. Sergi, for the record).  He said something to the effect of "wait a minute everyone - a bricklayer is a great profession" but then he turned to the kid that said it "but don't just be any bricklayer"  He went on to tell the kid that there are lots of bricklayers out there, but if you go that extra step and become a stone mason, and learn how to lay very ornate stones or complex designs, then you are a specialist and you will be in demand.

It's been something like 30 years since that day, but that memory has never left me.  I have no idea if that kid went on to be a stone mason or not, but I would bet that there are a few kids in that class that considered his advice throughout their careers.

Yea, but what about my Brand?


As you look to promote your business - Look for ways to promote what makes you unique and where you have a specific advantage over other similar businesses in your industry.  What is your niche?  Once you find that - your brand will follow.

Much of the work I do focusses on helping individuals and organizations define their brand, and once they have that piece in place, the rest of the decisions about how to promote themselves fall into place pretty easily.

By Keith Jolie

In : Brand Building 


Tags: advertising  brand  "brand awareness" 
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