Brand Ownership: The First Five Steps.
Published 20060525 by Olivier Blanchard | E-mail this post
Michael Wagner has another great post
on his Own Your Brand
blog today in which he uses Blu Dot
(yes, the furniture company) to illustrate the first five steps you should consider taking if your goal is to create (and more importantly own
) your own brand.
First: Stop dreaming and do. Co-founders Maurice Blanks, John Christakos and Charlie Lazor all quit paying jobs to start Blu Dot. Christakos, a Bain & Co. consultant, was the first to leave. He then waited for his two college buddies to say “adios” to their architecture firms. Brand ownership embraces uncertainty.
Second: Stop complaining and create. All three knew they were sick of “compartmentalizing their creativity while toiling at their day jobs”. Either bring your creativity to work every day and let the chips fall where they may or make your own place where you decide on how things are done. Brand ownership is about YOUR creative difference.
Third: Stop wishing for a solution and be the solution. Blu Dot is the solution for those who live in the land between budget-conscious IKEA and label-conscious Philippe Starck. Blu Dot supplies relevance on at least three levels: great design, great price, great simplicity. Brand ownership is relevance defined by the people you sell to.
Fourth: Stop hoping for more money and find your version of resourcefulness. These college buddies paid their logo designer with plans for a tree house and their web designer with tables. Christakos likes to say, “Furniture’s our favorite form of currency.” Brand ownership is about resourcefulness in an age of limited resources.
Fifth: Stop thinking you’re “all that” and be who you are gifted to be. Blu Dot founders learned to submit to each others gifts and abilities. Christokos is the business guru. Blanks, the operations/administration guy, and Lazor remains the designer. Brand ownership is seldom about the lone genius and more often about co-workers humbly finding their place on the team.
Read the entire thing here
. (And Michael, welcome to my blogroll. It was way overdue.) :)