The first rule of branding is – we do not talk about branding. 

The second rule of branding is – we do NOT talk about branding.

There seems to be an unofficial tug of war amongst business thought leaders, to introduce and then, a few virtual minutes later, kill off the new big “thing” – whether marketing, technology, sales, or otherwise. Apple products may be the only known exception, with its business model that introduces a new version of the thing just before the critics and cynics cook up the old thing for dinner.

As one of personal branding’s biggest fans I’ve already observed an emerging game of tug of war. On one side, there are the fast moving information hounds who have already declared “branding” (which they usually utter with a virtual sneer) dead on arrival. They have labeled it an empty marketing gimmick with no real teeth.

And then, at the other end of the rope there are those like me, who see personal branding as an extremely innovative and valuable tool in promoting who you are, what you do and why people should care. It’s also a brilliant replacement for the old way of answering these questions.

Remember how the Internet was once cluttered with gigantic, confusing, nearly identical company websites? It began with a rambling, scrolling home page with every last detail about every company service. Then, if, you hadn’t already returned to your desktop game of solitaire, you could visit the “About Us” page, where every single thing the company ever accomplished was described chronologically and in great detail. A typical “Key Person” Bio then attempted to explain why the CFO’s first accounting job out of college was key to the awesomeness of the business today.

Fifteen minutes later, you could conceivably know every single thing about the business (including the CEO’s favorite flavor of ice cream; strawberry by the way) except the most important thing – why should I care enough to buy from them? We could always look to the mission statement – the company’s grand opportunity to truly differentiate itself from the competition.

99% of mission statements (yes, I’m exaggerating) from back in the day, were a variation of, “To provide excellent customer service.”

Today, more and more companies are getting the message and communicating their message clearly, consistently, creatively and succinctly. No more CFO resumes or CEO ice cream picks.

The old way of explaining why you’re special is the equivalent of sugarless, fat free, store brand vanilla ice cream. Branding is Ben & Jerry’s. It sticks with you longer and offers much more to sink your teeth into – it’s just better. So please, cynics at the other end of the rope, don’t take away my Chunky Monkey. I’m not done yet. But if it will satisfy your cynicism, we can call it iBranding 4S. 

_ “At Christine, Ink. we tell the story of your brand – with clarity, continuity, creativity and impact!”

When introducing my business, I like to deliver those words rapid fire and cap it off with jazz hands at the end for added IMPACT! Because when you have the chutzpah to name your company after yourself and create a brand message intended to excite and inspire, it’s important to embody it completely in every moment.

In recent years I’ve taken this mission, to completely craft my business around my brand, quite literally. 2010 was the year of clarity. I realized (through some expert business coaching) that my service offerings were far more reflective of personal branding than of the “full service writing firm” I had been touting in the years since founding my firm in 2003. After some market experimentation involving a stuffed cow named Mooroy to communicate this “branding” message (mooo!) I finally understood that the power of delivering clear, consistent, creative written communications to one’s audience requires no confusing gimmicks. And on top of that, our new puppy Gracie ate Mooroy so his company mascot status became a moot point.

In 2011, my brand message grew even clearer as I established continuity throughout all my communications and connections. I invested in a selection of creative, spot-on promotional materials from the incredibly innovative Kim Novotny. I joined the eWomen Network where the continuity of my business relationships strengthened. And finally, you’re looking at my most recent investment in making sure people get the message about who I am and what I do – this multifaceted, interactive, beautifully designed web experience, brought to you by one of my new favorite people, Gertie at Waking Girl Web Design!

Take a tour of the new virtual Christine, Ink:

• It takes only one little click on the home page to “like” Christine, Ink. on Facebook.
• Contact me by clicking “Email me” on any given page or visiting our convenient Contact page form.
• Visit “Who we Serve” to experience a fun, inspiring interactive interview where you can share with me a more specific creative vision for your written branding efforts in 2012.

_With clarity and continuity firmly at the controls, creativity is the fiery jet engine and IMPACT is the flight plan for 2012!

What kind of impact will you make in 2012?

Thank you for trusting me with your words,
Christine of Christine, Ink.