Building Your Brand (Part 2)

In “Building Your Brand (Part 1),” I talked about Wisdom. I pointed out that Solomon was a man of wisdom, which helped to bring him success. When building brand equity, we need to go beyond what is “strategically” smart to do, and look into what is wise and witty.

If we look at the scripture Ecclesiastes 7:11-12, it says,

11Wisdom is good with an inheritance: and by it there is profit to them that see the sun.

12For wisdom is a defence, and money is a defence: but the excellency of knowledge is, that wisdom giveth life to them that have it.

To further break down the understanding of this scripture, we will see in verse 11, the inheritance is money. Most often in business, we think money is our solution. We implement our marketing according to the budget, but WISDOM is good with the inheritance. In other words, wisdom makes the difference between money spent and money invested to produce a return on investment.

The sun in verse 11 is the beating against the brand, the adversity, the heat. What separates your brand from the others, that which causes greatness and profit is wisdom.

Verse 12 goes further to show us how we have put both wisdom and money in the same category, because truly they both provide a defense, shade, protection from the sun, the beating against the brand, BUT the difference of those who have experience know, is that wisdom, not money will bring the life into the business that has it.

I know you need an example, because I did. Back in the early 1900’s there was a couple that founded a small business in a small, unknown town with $5000 that was received from the husband’s father. Wall Drug was non-existent in the pharmacy world and for 5 years did nothing much more than serve the 300 town’s people. In the 5^th year, they were ready to fold up the business, because the money (the inheritance) was running thin and they had not made enough to sustain themselves. In the hot summer one afternoon, the wife went to put the children down for a nap, and thought she might take a nap too. But because of the loud sounds of cars passing by on the new highway, she could not sleep. In fact, wisdom came to her and said, “Free water.” She went to her husband and said, “What if we put signs up along the new highway that say, “Free water, Wall Drug…” The next day, he put up the signs. When he got back, the wife was so busy with customers, she could not keep up.

Instant change and increase in profits manifested because of wisdom. Today, Wall Drug still exists and operates in abundance. They take in 1,000’s of visitors on any given summer day.

Seek wisdom in your business marketing plan, seek those who have wisdom to head up your brand department, and watch increase and equity come.

Blessings! Lynn Nesbitt

Kingdom Visionary Network