Life can be much broader. You can embrace it, change it, improve it, make your mark upon it.” – Steve Jobs

I was reading about the soon to be released movie “Jobs” with Ashton Kutcher and this quote jumped out at me. So much knowledge packed into one simple sentence.

I get it. I totally agree.  Jobs is a testimony to this philosophy. I can easily live vicariously through Jobs and let this knowledge spill into all areas of my life.  In this case, it captures my interest in marketing and brand building.  Brand can be much broader. You can embrace it, change it, improve it, make your mark upon it. It’s about a brand’s life cycle and it being able to live in the now.

Embrace it

There’s much to be said about your product and positioning your brand.  But embracing it, now that’s where it gets  juicy.  Embracing is about nurturing and caring. It’s the point in your product life cycle where you have done your research. You understand what it takes to make your brand strong and resilient. You are not afraid to stand behind your brand and make your mark. You own your product. You protect it. And you embrace it.

Change it

For brands, change is not always good, but sometimes it’s necessary.. Knowing when to tweak an element of your brand or when to re-haul it takes a keen sense of timing and a marketing intuition. In most cases when brands (not products) need a total re-position, it’s because the brand hasn’t had the attention it deserves…for quite some time.

Improve it

Improving your brand is not about changing it. It is about realigning your brand to keep it current. It’s about paying attention  and having your brand live in the now. Improving how your brand is presented and keeping it relevant to the market ensures its success.  Staying on trend. Being fresh. In today’s marketing landscape, this is keeping current with social media and all that it has to offer.

Make your mark upon it

And here’s where Jobs was so distinctive. We can all agree he made his mark.  We are all familiar with the iconic apple symbol, the brand and all that it means, not only as a product, but as an experience and a promise.

Jobs left us the formula for life success that can easily be adopted to brand success

We can all follow in Jobs’ footsteps. He left us the formula albeit, for life.  To my way of thinking, Brand has a persona, and therefore, as mentioned at the beginning of this post, Brand has a life. We all refer to a brand and it’s product life cycle. Create a cohesive brand identity. Develop a unique identity that demonstrates your company’s personality. Make your product so impressive that people rush to do business with you and not your competition. Do whatever it takes to make it happen.