“Ugh, another post about branding. I’ve already heard and read too much about that.”

I agree.

This post isn’t intended to give you more information about branding. It’s intended to help you discard what hasn’t been useful.

I’m reading an interesting new book called The Back of the Napkin by Dan Roam. Early in the book, he talks about creating a useful website. He dissected the primary components as Brand, Content and Function.

Brand – What will people REMEMBER?

Content – What do people want to KNOW?

Function – What do people want to DO.

That’s as concise and accurate an explanation of branding as I’ve ever heard.

It made me think:

1. This is why most ‘elevator pitches’ don’t work. No matter how short your pitch is, if it’s not memorable, it’s not effective.

2. This is why many branding campaigns don’t work. People won’t remember what they don’t believe.

3. Most vision statements aren’t branded well. They’re usually so long and full of business buzz words, I never remember them. Like branding campaigns, they’re also based on what the company believes about themselves, not what people remember.

Most branding is forgettable. We’re much better at creating brandnesia than brand memory.

How does this change what you put into your:

• Marketing
• Resume
• Website
• Sermon