(Part 1)
By Andrew Fortunato
What Can Your Brand Learn From TheMarines?TM
Recently a group of budding entrepreneurs at Southern Methodist University asked what their brands could learn from the Marines. I was glad to share my perspective on the strategic role of marketing in business, and the value of a strong brand. Building a world-class brand starts with asking the right questions. Any entrepreneur, business, or organization looking to find success in the current economy would do well to follow the example of the group at SMU. Asking the right questions upfront is invaluable. The lessons I shared apply whether you are an entrepreneur, an established organization, an employer brand, building a personal brand, or any kind of brand.
Who Are You?
There is a lot of energy that goes along with venturing into the unknown and starting a new enterprise. The energy is extremely positive and powerful. That is a good thing. Don’t let that same enthusiasm cloud your judgment. Too often I see new ventures with leaders full of excitement and energy get way ahead of themselves. The tendency seems to be an unrestrained impulse to jump right into the market. Whoa up here. This is the time to take a hard look at how you want to position yourself in the market and how you want customers to view you. An ounce of prevention here will keep you from playing a lifetime of defense. Get your brand posture right first. Take the time to identify who you are, what you represent, what your core values are, and how you will communicate all of that. Forgo this important step and it is the market and consumers who will define what your products and company stand for. In the internet age, good luck getting the genie back in the bottle once you’ve taken the plunge into the market without taking the time to adequately position yourself first. If you want to build a strong brand, never forget to first ask the question, who are you? 
Building Brands the Marine Way
Coming in Part 2: What The World Needs Now?
---------------------------------------------------------------------------------------------------------------------------------About the author: Andrew Fortunato, http://www.linkedin.com/in/AndrewFortunato, former Marketing Chief for the Marines, CMO, consultant, and speaker, advises and leads organizations seeking marketing and operational success. Andrew shares insights in-person and on his “What Can Your Brand Learn From The Marines?TM” blog at http://marinesbrand.blogspot.com.
Copyright © Andrew Fortunato, 2011
