Can You Survive Your Brand?

A New York family bought a ranch out West where they intended to raise cattle. Friends visited and asked if the ranch had a name. “Well,” said the would-be cattleman, “I wanted to name it the Bar-J. My wife favored Suzy-Q, one son liked the Flying-W, and the other wanted the Lazy-Y. So we’re calling it the Bar-J-Suzy-Q-Flying-W-Lazy-Y.” “But where are all your cattle?” the friends asked. “None survived the branding.”

— D.A.C. News


How many different business cards do you carry?

Do you need the entire height of the Sears Tower to complete your elevator speech?

Have you learned not to answer the question, “What Do You Do?” but instead respond with, “Here’s how we help people like you?”

The best line I’ve ever heard for the relationship between focus and success comes from comedian Bill Cosby: “I don’t know the key to success, but the key to failure is trying to please everybody.”

Branding ourselves is a bit of a misnomer. Other people brand us by how they experience who we are, what we do, and how we do it.

What do you do unbelievably well?

Stick to it so you survive the branding.

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Steve has designed and delivered leadership and communication programs for some of the world's largest organizations, and has more than 30 years in training, development, and high-level executive coaching. His Roesler Group has created and delivered leadership and talent development internationally for corporations such as Pfizer, Minerals Technologies, Johnson & Johnson, NordCarb Oy Ab, and Specialty Minerals--Europe. Steve is currently involved in the latest update of his Presenting With Impact program, a cross-cultural presentations workshop that has been delivered on five continents to more than 1,000 participants representing nearly 60 nationalities.


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