Sunday, 6 June 2010


I am using the word ‘branding’ in the same way as one would use the word ‘being’.

Your branding is like your being: It’s a living thing. It thrives in the present. It is organic and it lives alongside you, through you, with you.

It has a consciousness. It works with the collective consciousness. It has a business value but it is beyond that.

It is what you love and what you have built, a momentum you have helped generate. It is energy. It is relationship. It is service.

It is responsibility. It is creativity. Your branding is your vehicle in the world, the link between who you are and what you do. It is a bridge. It is your business.

Your branding lives and can die any moment. It will eventually die, nothing lives forever.

It is as fragile as a breath yet as robust as the present moment. It is, therefore, pointless if you want permanence but perfect if you choose life.

Your branding is the business form your being takes. All your equity is contained, and all your energy hovers and moves in it. It is the most wondrous experience when you come to terms with that.

Your branding is your ultimate creative expression and your ultimate contribution to humanity. It forms your legacy.

When you come to terms with your branding, you give it your best in your most sober and insightful way. And, your best keeps growing through your branding and your developing relationship with your business.

Branding is poetry in motion. It is power. If lived well, it is wealth.

It is where the ethereal meets the practical. It is how you be yourself for a living.

Brand in hand, engage the land.

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