The Business of Grounding

Over the course of my professional life, I have met and worked with an amazing array of people, many of whom have been women. To me, the truly remarkable ones are those who are able to be steadfast in their focus on reaching a goal.

 

Image from www.pleasefund.us

They do this by remaining grounded in the facts and the reality around them.

They do this by carefully studying the situation.  

They do this by having a deep understanding of the characters at play.

Who makes up the project team? What are their strengths and weaknesses? Their likes and dislikes? Their prejudices and their proclivities?

Delightful Doodles and What They Tell Us

Google Doodles (we think they deserve a capital ‘D’) are always a pleasure. Sometimes, their themes are obvious – Google graced Malaysia’s 13^th General Election with a Doodle.

At other times, we learn things we would other wise never pick up in our daily diet of mainstream, must-know, “what’s-trending” reading. Nobel Peace Prize winner, Wangari Maathai, was the subject of a Doodle for her seventy-third birthday on April 1^st this year.

On June 10^th, Google outdid themselves. They created a short animation of characters by children’s illustrator and writer Maurice Sendak. A party of his characters showed up for just that – a party. Sendak, who died on May 8, 2012, would have turned 85.

The lovely Doodle is playful and knowledgeable – characters are seen running against a medleyed  backdrop of his stories. Google, one of the most dynamic brands, showed real honour to another beloved brand.

In fact, it shows honour through all its Doodles. Google is willing to get creative with their logo, transforming it into rich, magical pieces of priceless information.

Why is this worth noting? Because, when you work in branding, you will find just how many companies hold their logos sacrosanct. To change a logo – indeed, even to suggest a change – can rattle a company to its core. The general feeling seems to be that logos are there to be revered. Here's a lighthearted example of a brand not afraid to laugh at themselves in a way that resonates with their target audience.

Great ideas beget great ideas. Google allows their designers to have fun. The brand is about empowering people through easy access of knowledge, and this is the best example how they do that in a way that cuts through the clutter. 

How are you using your logo? Is it telling your story or is it confining you?

Does it resonate and remind you of who you are every time you look at it?

Or is it just a pretty piece of corporate garnish?

Brand 'You'

Catching up with a colleague over a teh tarik is by far one of my favourite ways of working. It is relaxing, enjoyable and when it ends, a spark of an idea always gets lit.  The idea that day was life directions and how it was akin to branding a corporation.  

When I facilitate a branding process with my clients, I always ask them what the core purpose of their business is. Many of them immediately start rolling out the obvious functional aspect, i.e. ‘I sell this’ or ‘I provide solutions’. And so I get them to drill down deeper as to why their companies exist at all. What was the main reason that got them here? What was the impending need that galvanised them to start a company and become an entrepreneur?  My amazingly creative colleague then said, actually to get to that question, you really have to know who you are and what drives you. You have to know what your purpose in life is.

Simon Sinek, asks us to "Start With Why": and has even written a book about it. For the longest time, I knew that my path lay in service. But I mistakenly read this as saving the world and doing projects that were much larger than what I could handle.

Creating a Global Malaysian Brand

The other day I was giving a talk on "How to build a Competitive brand" to a group of CEOs and one asked how come there were so few great Malaysian brands. I thought about for a second and then answered, "because companies here aren't willing to pay for branding"

Malaysian entreprenuers often think branding or advertising is easy and therefore be done in-house. There is that make-do mentality that is a double edged sword. On one hand, it makes us immensely creative in cutting corners and bending rules, but in the long run, these creative measures don't quite provide the foundation needed to anchor and create a long lasting brand that resonates beyond our shores. We are great do-ers and thrive on quick fixes and quick wins. We desperately need to see some results by the 1st quarter or within 3 months, hence we become a very sales driven culture of push, push, push as oppose to creating a brand centric pull culture.

Brand Chaos

The last month or so I have been reading about or have attended talks about speed and chaos: how ‘business unusual’ is the next wave.

Those who thrive in chaos and are able to embrace change; and those that allow a certain amount of creativity, are those that will have the competitive advantage.

Eminent British artist Cornelia Parker 's  'Cold, Dark Matter'. She had the British Army blow up this shed and its contents to create an installation piece now displayed at the Tate Modern in Britain.

It is chaos managed so that the viewer can discern method and beauty.  Even without the background knowledge that this suspended piece was once an actual shed, the viewer can see various components - a hammer head, a bicycle wheel spoke - that reveal this.  'Cold, Dark Matter: Exploded View' offers a new perspective - the idea that even something blown to bits makes sense if the chaos is handled with knowledge and creativity.

Cold, Dark Matter: Exploded view is one of the premier attractions at the Tate Modern

Four years ago I proposed a working brand essence based on this theory of managed chaos, as a platform for creativity and growth. This was for a destination brand, industry lingo for branding a town city or country. The consulting economist, who was with an international design and planning firm, looked at me in horror and said that no investor would look at a destination that enabled or encouraged chaos. 

How times have changed.