BrandJitsu™
Move Your Brand from 'Meh' to Memorable
- Publisher
- Dundurn Press
- Initial publish date
- Apr 2025
- Category
- General, Strategic Planning, Motivational
-
eBook
- ISBN
- 9781459754737
- Publish Date
- Apr 2025
- List Price
- $12.99
-
Paperback / softback
- ISBN
- 9781459754713
- Publish Date
- Apr 2025
- List Price
- $24.99
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Description
Your brand is the most important part of your business — it’s a living thing. Learn to find, shape, and share your brand story with the world.
Consider this: every individual and business tells a story to the world, and that story is their brand. It’s a saga, constantly unfolding, experienced in real-time by everyone around it. Now ask yourself, are you consciously shaping and broadcasting that brand story? Is it under your diligent care and control, or is it running amok, causing chaos everywhere it goes? Or, perhaps even more tragic, is it sitting in a corner sulking, wondering why no one notices it?
BrandJitsu™ is a practical and effective way to get that pesky brand under control so that it tells the story you want it to tell — a meaningful and memorable tale that will not just attract the attention of your ideal customers but also the best employees, partners, and suppliers.
Mastering BrandJitsu™ won’t take years. It’s a skill that can be quickly learned, understood, and applied as soon as you finish reading this book. It teaches you to sharpen your focus, strategically align your brand’s DNA, and ensure your story is not just heard but felt, leaving a lasting impression on everyone it touches.
About the author
Michael Dargie has been at the forefront of helping companies of all sizes embrace and share their unique stories for decades. He has done this through his creative agency, Make More Creative, and as the host of The RebelRebel Podcast. Michael is also a familiar face on stage at the renowned Loose Moose Theatre. He lives in Calgary.
Excerpt: BrandJitsu™: Move Your Brand from 'Meh' to Memorable (by (author) Michael Dargie)
The Journey from Forgettable to Memorable
0 – "Forgettable": The Worst Thing Ever
If your brand is forgettable, it is fundamentally the worst position to be in. You fail to make any impact and are easily overlooked by consumers. Your brand lacks a unique identity, provides poor customer experiences, and suffers from inconsistent messaging. This leaves no lasting impression and makes your brand the worst-case scenario.
Layers of Meh
10 – ‘Meh’: Unnoticeably Beige
At this level, your brand is only slightly better than forgettable. Customers might have a feeling about your product or service, but it is one of indifference. Your brand might be recognized, but it fails to inspire or excite. You deliver on promises adequately but don't exceed expectations or create memorable experiences.
20 – "Crawling Along": Slow and Steady
You offer a basic but improving customer experience with occasional positive interactions. Your brand has a somewhat defined and starting-to-form recognizable identity and receives mixed reviews with some recognition but is mostly unnoticed. You show gradual improvements with minor innovations and have inconsistent engagement, with some loyal customers but overall low interaction.
30 – "Finding Feet": Getting the Hang of This
You generally provide a positive customer experience with more frequent positive feedback. Your brand has a better-defined identity gaining recognition and receives increasingly positive reviews, starting to get noticed. You are more responsive to market trends with some notable innovations and show growing engagement, building a community of early adopters.
40 – "Rising Up": One Brand Step at a Time
You deliver a consistently positive customer experience with regular feedback loops. Your brand has a stronger identity with more consistent brand messaging, gaining respect with more positive coverage. You provide regular updates and innovations to stay relevant and have an increasingly active community with higher levels of interactionp>