Whenever a CEO calls me in to talk about branding, I know that every conversation will be a little different, and each company leader will have his or her own interpretations of what branding means, and why it has become a top priority at that particular moment. The common thread or comment that precedes virtually every brand development assignment we undertake is, "We need to go to the next level." A decisive realization that a gap exists between where the business entity is, and where the top executive would like it to be.

Upon hearing these words, or some similar expression, I usually ask, "What does the next level mean to you?" That's where the conversation moves from the here and now to the vision of what the CEO would like his or her business to become. What I have come to realize is that brand development is really a component of business development. It's the expression - in words, visuals, and ideas - of what a company aspires to be.

My advice in this post for any CEO that is contemplating brand development or brand revitalization is this: Think about a moment in time three years from today. Write down in as much detail as possible a description of what your organizaiton will look like three years from now. Getting to "the next level" begins with this important first task. Upon doing so, in the words of Obi-Wan, "You've just taken your first step into a larger world."

I’ve never before experienced a time when so much negative news dominated the airwaves. Sure, I know we’re facing tough economic conditions. I know the situation is bad. I know that conditions will likely deteriorate further before improving. I get it. So, now it’s time to shut up, get tough and push forward. Tune out the negativity, and remember that change brings opportunity for those who embrace it.

It’s time to get creative, and make some positive noise. Every day, I talk to CEOs that are developing new strategies, new ideas, new concepts and ways of doing. That’s what we are. That’s what we do. The greatest strength of America, the true power of the U.S. economic engine, is innovation. Let China make it. Let India service it. Let Germany precision-engineer it. We are the innovators, the idea creators, the wild spark that flies into the night, the break through artists. But amidst this economic chaos, too many are focusing far too much on licking their wounds, instead of breaking new ground.

Right now, there exists a tremendous opportunity for innovation to be heard. We as a nation need new solutions, right now. If your company has recently developed something new, is working on something new, get the word out, right now. A black hole has surfaced, one which used to be filled with regular dialogue about innovation, new ideas and breakthroughs. That conversation has all but stopped. If you have something going on, tell the world. Right now, your news will get more attention than it might have two years ago, because few others are stepping out to garner attention with the words of innovation.

Capture the spotlight and become a little bit famous in this infamous time with the illumination of big ideas. Remember that you are American. If you are reading this, then you, like me, are also entrepreneurial at heart. It is our fighting spirit, our killer apps and big ideas that will drive us through this period. Don’t wait for the government. Don’t wait for big corporate. Don’t wait for anything. Drive the machine of innovation forward. Be an agent of change. Deliver spirited ideas when they are needed most, and garner the due attention deserved.

With online communications and social media, your ideas, your positive noise, will spread like wild fire through the growing wilderness of bleakness. Our nation is thirsty for innovation. Branding is the voice of innovation. If you have the next great story to tell, but lack the means to deliver the message, give me a call. At Delia Associates, we love talking to people who radiate positive energy, especially in the face of adversity.

Make no mistake. We are at war. The enemy is not the economy. It is not big business, the auto makers, banks, mortgage companies, or any other tangible entity. This enemy is an amorphous force containing fear, self-doubt and hopelessness, and it must be confronted and conquered one-on-one. Do not compromise your fighting spirit. It has been some time since we Americans have played the underdog. This is a time to command your will, spirit and energy and deliver your innovation message. This is a time to rise, and remember that you are American. Not only made from big dreams and great ideas, but the toughest stuff in the world.

Inspiration for this Entry: “Eleven seconds, you've got ten seconds, the countdown going on right now! Five seconds left in the game. Do you believe in miracles? Yes!” – Al Michaels, reporting the final seconds of the U.S. Hockey Team's victory over the Soviet Union Team during the 1980 Winter Olympic Games

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This question has come up several times, usually in the context of brand re-development: Do we invite customers to participate in our re-branding process? That can be a tricky proposition for two reasons: First, customers are busy, and if they are great customers, they probably appreciate that you respect their time and treat it with efficiency. When approached with questions about a supplier’s brand, they may be quick to offer “get-me-off-the-phone” responses like, “They service us well and their pricing is good . . . Have to run.” Click. Answers like these offer little insight when it comes to understanding a brand’s true unique value.

Also, if approached in the wrong manner, customers might find the inquiry a little weird, or perceive it as a lack of confidence or conviction in your brand: “Why on earth are YOU asking ME who YOU are? That’s up to you to figure out. “

Thankfully, there is a trusted approach to getting the feedback you want, without the obtrusiveness of directly asking customers. It comes in the form of an “Industry Survey.” Industry surveys are conducted by third parties and can be done via phone, e-mail, or in combination. Essentially, you build a target list that blends customers with prospects, and ask questions from the position of the industry as a whole.

Common questions would include:

• In thinking of all the <Insert Your Industry> firms in your region, which one comes to mind first and why?
  
• If there is one thing <Insert Your Industry> firms in your region could improve upon, what would it be, and what advice would you have for its improvement?
  
• If your company needed the services of a <Insert Your Industry> firm right now, and you narrowed the selection to 2-3 firms, what would be the single most important factor you would base your final decision on?

Any survey questions should be easily answered, and should not take recipients more than 6-9 minutes to complete. Using this method will not only give you the candid and in-depth insight you are looking for, but also keep your brand safely anonymous to ensure a more unbiased response.

The big challenge these days is getting enough respondents for a statistically viable sampling. Let’s face it, everyone is busy these days. One way to overcome this is by attaching a special offer or drawing as a way of enticing people to fill out the form. We incorporated this approach in two recent Delia Associates e-newsletters and received very favorable feedback in both instances. Go to our e-newsletter site, and check out Volume 4, Issues 9 and 10.