December 29, 2018
Brand Is Trust, Not Just Celebrity
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Why is it that so many folks want to be famous? Why do they crave celebrity? Why do they chase after the figment of Personal Brand?
Counterfeits have been around since the first Brand evolved. Fakes follow in the footsteps of innovators today as they have down the centuries. But even those are more acceptable than the so-called Personal Brand.
Some people believe that hype can replace product or service development. They believe in faking it until you make it. They believe that fame is all there is to brand.
They can’t see the problem of living a lie. They are victims of an over-active imagination that overlooks the key element of Brand: Trust in a product or service delivered.
In the beginning, in the really old west (the Middle East) the term brand stood for a symbol burned into the hide of critter owned by a particular person. It was used on slaves as well as animals. Later it was burned into wooden packaging like barrels.
The symbol itself became a roughshod form of a trademark. That’s how this whole brand thing got started. It was a way to show who owned something.
A Trademark was and is a symbol cut or etched, printed or woven into an object made by an artisan. Today, it may appear on or be part of the packaging of an object or idea. You’ll find them on ceramics, glass, metalwork, furniture, food
It crosses all cultures. The Chinese used to call it a Chop. Americans call them Trademarks and Service Marks and they are legally registered. Independent professionals from early civilizations to yesterday across the world, used such symbols for signs and on the seals of documents when that was a “thing.” It was a way to have a coat of arms much
At the heart of all that social interaction was Trust. It
Personal Brand seekers suffer from not having that pride. They, in most cases, do not craft goods or services. Instead, they concentrate on their image. Sooner or later the deception will catch up with them.
When that happens, it ain’t pretty.
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