06 Apr Brands belong not to you
Mulling through the notion that your brand is not about you but all about your audience got me thinking about a Khalil Gibran poem that I’d read a long time ago.
On parents and children, he wrote:
“Your children are not your children. They are the sons and daughters of Life’s longing for itself. They come through you but not from you. And though they are with you yet they belong not to you”.
If Gibran had been a brand guru he might have said:
“Your brand is not your brand. It lives in the hearts and minds of your audience. It comes through you but not from you. And although it is with you it belongs not to you”.
Perhaps a little deep for some but this describes the essence of a brand. It is not about you but about them, your audience. We spend so much time and money talking about us and forget where the brand truly lives.
Brand Managers, Marketing Managers, CEO’s and brand and design companies are the parents of brands. We conceive the brands. But then we pass the brand to the world, that space between you and your audience. We never stop nur turing and caring for the brand but once it has moved on from our cradle it belongs elsewhere.
It has been said that the ultimate management skill is to motivate, guide and grow people who do not re por t directly to you. And so it is with brand managers, brand strategists and many CEO’s who ‘get it ’ – the understanding that the brand does not belong to them but to their audiences and clients.
Sherpa is a brand strategy and graphic design company which builds brands, refreshes brands and positions brands. What we do is more of a passion than a job. We have a deep love for brands, and are inspired by the Nike’s, Apple’s and our own clients who ‘get it’. And more recently, Khalil Gibran.