Patient Brands

Recently I've been thinking about what I suspect is a very unpopular idea. I've been thinking about what I call "Patient Brands."

Patient Brands are content with long-term creation. Patient Brand are more interested in consistency and longevity than exponential growth. Patient Brands are interested in working/communicating properly even if it's more difficult. 

Even though meteoric grow is not a primary focus for Patient Brands, they are not adverse to growing quickly if it's for the right reason(s).

I have a lot of admiration for patient brands and after stumbling across some posts, written by some smart businesspeople, I'm beginning to think I'm not the only one who appreciates patient brands. 

In this article, thoughtful business leader Jason Fried says:
"I take my inspiration from small mom-and-pop businesses that have been around for a long time. There are restaurants all over the place that I like to go to that have been around a long time, 30 years or more, and thinking about that, that’s an incredible run. I don’t know what percentage of tech companies have been around 30 years."

Recently Chris Brogan talked about platform building:
"Here's a truth: farmers don't starve while they plan their crops. They eat the yield of the previous harvest. And if they can't make a meal of what they've grown before they forage."

And in this post, Amazon founder and CEO Jeff Bezos, says: 

"We can't realize our potential as people or as companies unless we plan for the long term."

I've also recently discovered a couple of patient brands. 

In this short video, The Kikkoman Creed urges us to "Make Haste Slowly" (see the 1:55 mark)

Toy Barn cars also has a patient brand. Their commercials say something to the effect of: 'Stop by and enjoy our beautiful vehicles, even if you're not looking to purchase today.' The Toy Barn is a patient brand because they are not looking to make a sale today, they are looking to plant a seed today and they are confident that the future harvest will be bountiful.

What do you think? What Patient Brands come to your mind?

I'd love to hear your viewpoint on this topic, especially if you disagree!

Are you in Default?

Personal default is logging into Facebook because you don't know what to do next. Or automatically sitting down to watch TV every night without thinking.

Brand default is repeating the same methods that you have always used. Pumping out the same widget day-after-day. Never improving. Constantly communicating in same way, through the same channels. Moving forward without knowing how or why.

Default is similar to being stuck in neutral. Default is bad. 

The opposite of default is action coupled with intentionality.

I encourage you to consider whether your brand is in default, or not. If it is in default, how can you take a simple step today towards intentional and active?

Meet Our Team

Our team at Think Brand Studio is small, but mighty! I'm very proud of what we're able to accomplish together, so today I would like to formally introduce our core team to you.

Josiah is our lead web developer and longest running team member. Since 2007, he has been translating client input, site architecture and design vision into fully functioning websites. Jo manages client hosting/email accounts and keeps up with the latest development trends. Thanks to Jo's expertise, look for responsive design on upcoming sites!

Jay assists with our social media accounts. He creates and organizes content in addition to making recommendations that help us keep our profiles consistent and running smoothly.

Coralea is our studio manager. She keeps the studio organized and running in tip-top shape. A few of her tasks include: Scheduling meetings, organizing client/prospect info, tidying up around the studio and keeping the peppermint bowl full!

And of course you know me. I lead our brand thinking, creative and design vision while coordinating our resources and talent.

From Left to right: Josiah, Coralea and Justin (me)

In addition to our core team, we have a very strong network of creative communicators including: Photographers/videographers, writers, project managers, designers, developers, marketing strategists, etc.

Many times we hand pick and build a team for specific projects. This allows us to stay nimble and select the perfect team for your project.

I hope that you get a chance to meet our team soon!

Driving Perfectly Straight

Driving a car perfectly straight is nearly impossible. It takes work and constant redirrection to stay precisely on course. 

Now imagine that your destination is where you want to take your brand. Brand development is the constant correction that keeps your brand on target. 

Consistency = Driving as close to perfectly straight as possible.

Consistency = Trust and repeat business.

What tips/tools help you keep your brand on course?

25 Brand Development Quotes

On Strategy

"Unless you have absolute clarity of what your brand stands for, everything else is irrelevant.”
– Mark Baynes, Global CMO, Kellogg


“The first step to brand success, no matter what the category of brand, is being able to establish a simple and meaningful point of difference that you’ll be able to embed in peoples’ minds, or make "sticky".”
– Allen Adamson, Managing Director Landor Associates and Author


“My counsel to entrepreneurs is to ‘own’ a region, ‘own’ a market, ‘own’ a segment. Create something you can 
defend. Don’t get hung up on the idea that you have to go national.”
– Gary Hirshberg, CEO, Stonyfield Farm


"Whatever you are, be a good one.”
– Abraham Lincoln


On Target Market
“I don’t know the key to success, but the key to failure is trying to please everybody.”
– Bill Cosby


“Never try to please everyone. Your goal should be to become the hated enemy of certain kinds of people.”
– Unknown 


On Simplicity
“The simplest way to achieve simplicity is through thoughtful reduction.”
– John Maeda, Graphic Designer, Computer Scientist, University Professor and Author


“Clarity of mind means clarity of passion, too.”
– Blaise Pascal, Mathemetician


“How difficult it is to be simple.”
– Vincent van Gogh


On Authenticity
“It is not slickness, polish, uniqueness, or cleverness that makes a brand a brand. It is truth.”
– Harry Beckwith, Marketing Consultant


"Authenticity is invaluable”
– Jim Jarmusch, Independent Film Director


On Communication
“The three key rules of marketing are brand recognition, brand recognition, brand recognition.”
- Anonymous


“You cannot not communicate.”
– Paul Watzlawick, Psychologist and Philosopher


On Experience
“A Brand is not a product or a promise or a feeling. It’s the sum of all the experiences you have with a company.”
– Amir Kassaei, Chief Creative Officer, DDB Global


“A brand for the company is like a reputation for a person. You earn reputation by trying to do hard things well.”
– Jeff Bezos, Founder and CEO of Amazon.com


“A brand is a living entity - and it is enriched or undermined cumulatively over time, the product of a thousand 
small gestures” 
– Michael Eisner, CEO Disney


“Your brand is created out of customer contact and the experience your customers have of you”
– Stelios Haji-Ioannou, Chairman, EasyGroup


On Design
“Design is the silent ambassador of your brand.” 
– Paul Rand, Graphic Designer


“Design is essential but design is not brand.”
– Seth Godin, Entrepreneur, Author and Speaker


“If you think it’s expensive to hire a professional to do the job, wait until you hire an amateur.”
– Red Adair, American Oil Well Firefighter.


“A brand is the proprietary visual, emotional, rational and cultural image that you associate with a company or 
product.”
– Charles R. Pettis Iii, Brand Solutions


On Thoughtfulness
“Beat them by being more thoughtful. Thoughtfulness is free and burns on time and empathy.”
– Frank Chimero, Graphic Designer


On Brands
“Products are made in the factory, but brands are created in the mind.”
– Walter Landor, Founder, Landor Associates


“Brands are the express checkout for people living their lives at ever increasing speed.”
– Brandweek


“Brands are decision-making shortcuts in a world of people like you looking for shortcuts.”
– Harry Beckwith, Selling the Invisible

A Gift For You (On our 6th Anniversary)

Yesterday was Think Brand Studio's 6 Year Anniversary and so we want to give you a gift! Actually, we want to give you 6 gifts.

Below are 6 simple ideas that have served us well since 2006. Please take and use these ideas to strengthen or revolutionize your brand. Yes, we've covered most of these points before, but let's quickly review them again.

1. Brand-Centric

Smart leaders drive every decision (and department) out of the brand they are working to cultivate. Smart brand-thinking drives every department from HR to finance and operations to marketing. As Brand expressionist^® Mark Gallagher of Black Coffee says "Brand is solving for a problem." and "Brand is the message, marketing is the delivery."

2. Consistency

Consistency builds trust and trust leads to both sales and repeat business.

3. Simplicity

Simplicity is difficult to achieve, therefore it is both bold and memorable. Simplicity comes through careful curation.

4. Positioning

Know and embrace the qualities that make your brand unique. Own and defend your position.

Hint: 99.99% of the time, your position won't be your pricing.

5. Authenticity

Don't over-represent or lie about your brand. People respond to authentic stories -- tell, and act the truth and you'll earn people's respect.

6. Alignment

True brand power is unleashed when the signals a brand emanates align with customer's expectation of the brand. 

So there's our list. Thank you for reading and for your support over the years!

What's Your Brand Touchstone?

Do you have a brand touchstone -- a litmus test you can reference to determine if you're on the right track when you're feeling lost?

Here are some brand touchstone styles/examples:

• If you're verbally inclined, create a bullet point list of 3-7 descriptive words which form the perfect flavor of your brand. Columbus-based creative powerhouse Ologie is fond of this method, and I am as well.
• If visuals appeal to you, curate a collage or board of images which clearly and visually describe your brand. This could be a physical tack board, a manila folder with clippings/swag or even a Pinterest board like this, this or this.
• If auditory elements speak to you, then perhaps a single piece of music can perfectly capture your brand. This piece of music could describe a whimsical, frenetic and fun brand.
• Write a bold, simple brand mantra. For instance, Altoids are the "Curiously strong" mints.
• Perhaps a specific piece of writing (such a poem/quote)  or  a single artifact (like a product package or wall sign) can succinctly sum up your brand. 
• If you're a retailer or restaurateur, consider devoting an entire space, in your spare bedroom or basement, to a dimensional brand touchstone that incorporates one of more of the above suggestions.

Ultimately, your touchstone should fit your communication style and feel comfortable to you.

If you don't have a brand touchstone, create one now. If you already have a touchstone, take some time today to refine it.