“I don’t listen to that crap! I’m a rocker, dude through and through. Here’s my favorite bands: AC/DC, Van Halen, not Van Hagar, Skynyrd, Def Lep. “

Having a brand means staying in control of your image and your message. More importantly it means staying true to and knowing what/who you are. When you establish your brand you are defining what you and your company represent. I like to view brands as people. When helping to create a brand I always do my best to answer one question. Is this the type of person I would want to hang out with? If it isn’t than either I am not the right person to help that brand or the brand is not good enough to survive. It is hard to be profitable if too many people can’t stand the sight of you. It can be done, but it’s hard.

Once you establish your brand you have to stick to it. It is only a matter of time until opposition and competition try to discredit or discount your brand. Over time you brand will build credibility that you are who you say you are. Staying on message will make it harder and harder for people to chip away at your message.

In short, if you’re a rocker own it. The only people that can define your brand are the ones inside it.