Great Brands are not “Discovered”

Persistent Branding Wins
July 9, 2011
“Free your mind, and the rest will follow…”
July 23, 2011

Great Brands are not "Discovered"One of my very earliest memories is sitting on the corner of my block at about the age of 5 singing and making up songs hoping that someone would walk by, hear my voice and “discover” me. Now it’s hard for me to imagine that a 5 year old would have such thoughts, but I most certainly did.  I think we all have a desire to be scene and heard and to feel like people recognize our talents.  However, no one is going to “discover” you by simply walking past you on a street corner while you sing a little ditty.

Since then, what I’ve learned over my many years of experience of singing professionally is that great singers are not “discovered.” They are molded, trained and refined.  Singers spend years discovering and rediscovering their voices.  Then spend endless hours pouring over repertoire trying to figure out what best suits their natural ability and can show their voice in its best possible light.  And then they go out and audition.  They show what they can do and they ask for the job.  If they don’t win the audition they try to get feedback on how they can do better the next time.  And then they go out and try again.  That is how great singers are discovered.

You can see where I’m going with this.  Great brands are not magically found by someone tripping over them.  You don’t just hang a shingle out and have raving fans.  You must discover what your unique talents are, refine them and project them.  You must make people aware you are there and that you want the business.  You must go back and tweak things when you get feedback and then you must try again.  If you do all those things you will get to a place where the audience will sit up and take notice.  And soon YOUR name will be on the marquee.