As someone who has immersed myself in the study and practice of branding since their 20s, every endeavour I undertake revolves around questions such as: How can I cultivate a brand identity? What steps are necessary to establish and nurture a brand? Can a family’s modest restaurant transform into a recognizable brand? Even as I embark on this humble blogging journey, my aim is just to materialize something tangible, that I can see, hold and show others. My aspiration is to forge it into a brand – not solely for personal satisfaction, and perhaps for others who may find value in it.
I have even drafted a marketing plan outlining where and how to promote my brand e-book, along with the communities with which to engage. It’s akin to compiling a comprehensive guide on branding. Nonetheless, I remind myself: “No, Lan, focus on reviewing your work”. I consider this project as a therapy, a means to rejuvenate after feeling drained, fatigued and stressed which faded my passion and led me to give up my childhood dream. It will serve as a journey of self-development, something to celebrate my 10 years of working, with the anticipation of a reinvigorated return to the realms of my professional journey, it may be a 9-to-5 job, or the revival of my little business – or whatever may come next, I am not sure.
Subsequent research, including insights from “Branding & Beyond”, affirms the significance of a brand mindset, positing it as a fundamental business strategy accessible to all, irrespective of company size. “To get branding right, to grow and improve your brand alongside your business, you have to embrace a brand mindset”. My initial conjecture regarding the definition of a brand mindset finds validation in the research of other authors – indeed, brand mindset is real. Whether you are a marketer, business owner, or manager entrusted with a product, it is imperative to introspect: Do you approach an idea with the mindset of a brand builder?
If you are unsure, ask yourself these questions?
– Do you have identical thought processes as brand builders? Similar to the way I think about this brand blog, my family restaurant brand idea, and my previous company’s new construction design.
– Do you consider making a logo, website, and target market when you have a product to sell?
– Are you consistent in conveying your brand’s message to your target audience and across all platforms?
– Do you set pricing based on brand equity rather than mere product? its features or intangible values? Furthermore, the price you set is not a bargain
– Can you imagine the future of your work in five, ten, or even more years – not just for this season nor until everything is gone?
Many individuals and businesses locate products and attempt to sell them to maximize profits in the short term. Afterwards, they search for other products from other manufacturers that offer more advantages for sale. They believe that spending money and efforts on branding and product development is expensive and time-consuming. To meet their sales goals, they may use marketing strategies including word-of-mouth (WoM), creating engaging content on social media, building a website, etc. They are certainly excellent sellers who make a lot from it, but they might not have a brand mindset.
Conversely, some people – like myself when I began my professional journey ten years ago, merely perceived branding as the creation of a logo, choosing colours, creating aesthetic brand images and applying them consistently in all mediums and I chose to become a graphic designer. And now, I know that the truth lies somewhere in between.
Brand is something more than words, colour and pretty pictures, Brand is a vital asset of a business, organization or individual career. It resembles a living, breathing part of our business’s identity, what we stand for and what value we create for whom.
Adopting a brand mindset instils a long-term perspective, necessitating meticulous planning and effort, and the result is tangible, determined by increasing the number of sales, brand value and customers’ trust. While the journey may be difficult, heartbreaking, and nerve-wracking, its benefits are manifold and applicable to businesses of all sizes, and any individual like me and you. The brand is our identity and I have to say, it is worth investing in.
Let’s imagine!
Without a brand mindset, you have to work extremely hard right from the start until the end, and if you ever stop, everything might stop with it. Contrastingly, by embracing a brand mindset, you start by figuring out what your brand is all about, like its identity and message, how you position it and ensure a consistent message within your team. Every individuals in your organisation has to “sing the same song”.
Although it is a bit tough at first, the long-term benefits pay off. Once everything is set up smoothly and automatically, the perpetual struggle of determining the next move dissipates, such as what to sell, where to find a manufacturer, or building a new channel to market a new product is also counted as enormous efforts and money, etc. From my experience, your energy and focus are always the highest at the beginning stage, so it’s the best time to focus on building a brand that will last for years. Spend this golden time for branding, not just for selling, to be honest. Subsequently, your focus shifts to management of the operation, teamwork and optimizing and innovation.
Customers naturally gravitate towards your brand when it consistently delivers value, allowing you to command premium prices, not discount and even in times of burnout, your brand’s standardized processes keep it moving in your absence.
A brand mindset not only saves time and resources but also cultivates organic growth.
Reflecting on my journey, during my pursuit of a master’s degree in the UK from 2022 to early 2024, I found myself distanced from the day-to-day operations of my business in Vietnam. Faced with endless assignments for a whole year and my rollercoaster emotions of adapting to a new environment, I was struggling, indeed. I contemplated relinquishing my little business. Ultimately, I stepped back, leaving it to operate itself with minimal people to handle orders and provide basic service, without customer service, advertising or any marketing activity.
My very first brand – E.dep Healthy Food
However, to my surprise, the business not only continued to run but also attracted new customers and held onto its existing clients regardless of the smaller scale and my absence. I feel grateful for the efforts at the early stage and for not shutting it down in the most difficult period, and I know that I can come back anytime, I just don’t give up. This experience underscored the resilience instilled by the systems and values established with an initial brand mindset. It reinforced the importance of building a robust brand foundation from the outset.
In summary, having a brand mindset is essential for long-term success. When embarking on a new business adventure, it is crucial to envision its trajectory and prioritize the cultivation of a brand that embodies your values. Despite the inevitable challenges, the rewards – such as sustained growth, customer loyalty, and operation efficiency – justify the effort.
The benefits of embracing a brand mindset include:
– A streamlined approach to operations, eliminating the need for constant reinvention and ensuring sustained growth.
– Enhanced customer perception, facilitating premium pricing and fostering loyalty.
– The ability to delegate responsibilities confidently, knowing that your brand’s essence permeates every facet of your organization.
– Sustainable revenue generation, even during periods of absence or disengagement.
A brand encompasses more than just a logo or aesthetic appeal, it is about crafting a narrative that resonates with your audiences, giving your business a distinct identity and purpose. So, before delving into any business endeavour, it is imperative to start with a brand mindset.
I hope the very first article today partly shows you about brand mindset and I will write more about the process of building a brand from my own experience. The upcoming will be how to design a brand at the beginning level.
Stay tuned and don’t give up!
Sincerely,
Lan Nguyen
About me:
I am Lan, I have worked as a brand designer for 10 years, a content creator and a brand strategist. I completed a master’s degree in Brand Management in the UK. Throughout my professional journey, I have always been passionate about branding and I have gained numerous experiences while developing my own brand. I’ve encountered setbacks, learned from mistakes and continuously learned and unlearned. My expertise primarily lies in brand design, and building a brand from scratch in today’s digital landscape. I create this blog to share my professional and personal growth, insights and ambition to bring brand mindset closer to Vietnamese audiences, from the perspective of a practitioner, a learner, an entrepreneur, and those encountering brands from diverse environments. I hope we can go on this journey together for the long term with patience and diligence.