Here's how you can establish a strong brand through effective communication with your boss.

In my experience, it's too easy to get tripped up on the smallest details of brand development. Unfortunately this means most projects quickly become frustrating and ineffective. Start with the 'big idea' of your brand when you are communicating to others. If you can't fit it into a sentence, you haven't done enough work to be able to communicate it clearly. The great Seth Godin suggests seven words and that if you can't state your position in seven words...then you don't have a position. I agree.

Your brand is what your consumers and customers think it is. Let's not forget that not all corporations have a monolithic brand architecture, which means not all brands embody corporate values and missions. Do you want to do your boss a favor? Bring her/him an undiluted diagnostic of the brand by comparing what you expected your customers to perceive your brand, what your customers perceive your brand to be, and what they perceive of your competitors. Don't make brand-related discussions and decisions based on an inside-out view of the brand because you will miss opportunities to fix what is not working.

Establishing a strong brand through effective communication with your boss means aligning goals. Regularly discuss your brand vision, objectives, and progress with your boss to ensure mutual understanding and support. Practically, schedule consistent check-ins, present clear updates, and seek feedback. This alignment helps ensure that your brand's direction is supported at all levels, leading to a stronger and more unified brand identity.

My advice is to always distill a brand down to the feeling you want it to generate in others. In the best case scenarios, this is the same feeling for both your customers and your team. Once you have the 'feeling', it becomes the highest level filter you run everything else through. New sales process...does it generated the feeling of _______? New tech...will it generate the feeling of _______? Adding a new position...will it generate the feeling of _______? New return policy...will it generate the feeling of ________? Having even a high level brand filter is an invaluable alignment tool.

Craft a Compelling Message: Before your meeting, tailor your message to resonate with your boss's priorities. Speak their language, avoiding jargon unless absolutely necessary. Focus on Benefits: Explain your branding ideas clearly and concisely. Highlight how they'll directly benefit the company, whether it's increased customer engagement or improved brand recognition. Show, Don't Just Tell: If possible, visualize your ideas with mockups, presentations, or data to support your claims. Visual aids make complex concepts easier to grasp and get your boss invested. Be Prepared for Questions: Anticipate potential concerns and have answers ready. Demonstrate your knowledge and strategic thinking.

Messaging typically when you: -Clearly and creatively state how it FEELS to struggle with the problem your product/service solves -Explain why your company is great and qualified to solve it -Talk about the feeling customers will have after you've helped them solve it Rinse and repeat.

Establishing a strong brand through effective communication with your boss starts with crafting your message thoughtfully. Use language that resonates with them, avoiding unnecessary jargon. Clearly and concisely explain how your brand development ideas will benefit the company. Presenting complex branding concepts in an accessible manner is crucial to gaining your boss's support and aligning them with your vision for the brand.

Listen before you talk to build a strong personal brand with your boss. For example, in meetings, make sure you hear your boss's ideas and feedback before you speak. This shows you respect them and want to learn. By understanding what they think first, you can respond in a way that matches their ideas, showing you're a team player and care about the same goals. This helps you build a good reputation at work.

Just about the time you start feeling like a broken record is just about the time people are STARTING to get it. Keep on keepin' on.

Establish a strong brand through effective communication with your boss by regularly evaluating progress. Schedule consistent check-ins to discuss goals, achievements, and areas for improvement. Open, transparent communication fosters trust and ensures alignment with the brand’s vision and objectives.