BRAND BUILDING: THE ULTRAMARATHON, NOT THE SPRINT
Branding is often misunderstood as a quick-fix process. Many assume it’s all about those “shiny moments” – the perfect logo, a catchy design, a viral campaign, or a product launch that changes everything. But, in reality, brand building is a long, demanding journey that mirrors the challenges of long-distance running.
As a brand builder with 10+ years marketing-PR experience, and an ultra-runner who has completed tiring 50-70km races I can tell you: the journey is full of ups and downs. It’s a path where sometimes you feel unstoppable, but other times you feel exhausted and question your abilities. In those moments, it’s tempting to quit. But if you stick with it, there’s always light at the end of the tunnel, and the rewards are immense.
In my mind, the secret to success lies in the 6Ps: Purpose, Principles, Plan, Process, Persistence, Patience, and People.
- Purpose – to keep you motivated
- Principles – to keep you authentic
- Plan – to keep you focused
- Process – to keep you structured
- Persistence – to keep you moving
- Patience – to keep you calm
- People – to keep you supported
Let’s dive into how these guiding elements can help you build a brand that stands the test of time.
Purpose: To Keep You Motivated with a Strong Inner Driver
In running, your purpose could be to meet yourself in different challenges, stretch your limits or beat your personal best, while staying healthy and having fun while. In branding, your purpose is why your brand with your business exists and what it stands for. Without a strong sense of purpose, it’s easy to lose motivation, especially during tough times.
Tip: Define a clear brand purpose from the outset. This will not only guide your brand strategy but also help you stay motivated when challenges arise. Ask yourself, “Why does my brand exist? What is my inner driver? What do I want to stand for?” and let that purpose drive every decision. Simon Sinek’s book (Start with Why) can help you formulate your purpose.
Principles: To Keep You Authentic with Core Values
When running a marathon, your principles guide your behavior and mindset. In brand building, principles are the core values and beliefs that define your brand’s identity and approach. Strong principles provide a compass, helping you make decisions that stay true to your brand and resonate with your audience.
Tip: Define a set of core values for your brand, such as integrity, quality, or innovation, that align with your brand purpose. Let these values inform every aspect of your operations, from product development to customer service. Principles are what make a brand trustworthy, relatable, and enduring in the long run.
Plan: To Keep You Focused with a Solid Strategy
Just as you wouldn’t start a marathon without a training plan, you shouldn’t build a brand without a strategic roadmap. A solid plan outlines your goals, directions, milestones, and the tactics you’ll use to achieve them. Without a clear plan, your efforts can become scattered and less effective.
Tip: Create a detailed plan that includes your brand vision, target audience, long- and short-term goals, focus channels and methods. Break it down into smaller, actionable steps, and regularly review your progress. A clear plan will keep your brand-building efforts on track.
Process: To Keep You Structured on Your Brand Journey
A well-defined process is like a training routine for runners. It ensures consistency and helps avoid confusion or injuries. In branding, having structured processes for everything – from awareness building through engagement strengthening to sales support – allows your brand and communication to function smoothly and grow steadily.
Tip: Develop and refine processes that support your brand’s growth. Whether it’s blog, social media or email communication, building repeatable processes will free up your time and maintain consistency in your brand’s delivery.
Persistence: To Keep You Moving Forward, Even When It Gets Tough
Brand building, much like long-distance running, is not without its challenges. There will be setbacks, market fluctuations, and moments of doubt. However, it’s your persistence that will help you push through and keep going.
Tip: Stay committed to your brand vision, keep moving step-by-step (even just with very small steps), even during tough times. Celebrate small wins and keep adjusting your strategies to improve. Persistence is key when things get hard, and consistency is what helps your brand grow stronger.
Patience: To Keep You Calm and Understand That Growth Takes Time
(Ultra)Marathon runners know they can’t expect to win on their first race or even their tenth or hundredth. Firstly and for a while they must compete with themselves, with their limits and limiting beliefs. Similarly, building a successful brand takes time. Instant success is rare, and often, true brand strength comes from enduring through the slow, steady growth periods.
Tip: Be patient with your brand’s development. Long-lasting success doesn’t happen overnight. Focus on strengthening your brand strategy, connections and your mindset, rather than expecting immediate results.
People: To Keep You Supported by Surrounding You as Partners or Team Members
In running, you rely on coaches, supporters, and fellow runners to help you train and keep you motivated. In branding, people are just as important – whether it’s your team, your partners, or your audience.
Tip: Build strong relationships with the right people – both internally and externally. Your team will help execute your vision, while your audience provides valuable feedback and support. Networking with other entrepreneurs, strategic partners or mentors can also provide the guidance or extra support you need to keep moving forward.
THE 7PS: YOUR BRAND-BUILDING ‘TOOLKIT’
Brand building is a journey, not a destination. It’s an ongoing and evolving journey that requires purpose, principles, plan, process, persistence, patience, and people. Just like in running, the experience is as important as the finish line. It’s not just about creating a brand; it’s about enjoying the journey of growth and evolution along the way.
Through my monthly newsletter magazine, I offer practical tips on branding, marketing, PR, and public speaking along with real-life stories that will inspire you to keep moving on your brand-building journey. Whether you’re a seasoned entrepreneur or just getting started, I’m here to help you embrace the 7Ps and confidently move toward building a brand that truly lasts.
“Remember, it’s the pace that kills, never the distance.” /Bill Jones/
Are you ready to run with me on the journey of brand building? Let’s lace up and take those first steps together.
