A Cup of Tea for Your Brand

Branding should be the same way. When you create your brand drop it into your organization's consciousness brand creation brand development Paradux Media Group

Read time: minutes

Ever watch a tea bag enter a hot cup of water? Notice how the dark tea slowly starts to balloon out and around the bag, finding it’s way into every corner of the cup. Eventually, the entire cup of tea is colored evenly by the tea – and the taste permeates through the entire cup evenly.

photo by mangpages

Branding should be the same way. When you create your brand and “drop” it into your organization’s consciousness it starts to color the areas that come most in contact with the brand — just like the water nearest the teabag is the first to begin to be affected by the tea. But if you keep at it, eventually, the brand will be evenly distributed throughout the company (and your cup). The longer you leave that brand/teabag to steep in your culture/cup the deeper and more intense your brand/tea will become.

Not coincidentally, if you stir the teabag into the water, your cup of tea will color more evenly and quickly than it will if you just drop the teabag into the cup and let it sit there. As you are introducing your brand to your company, be sure you’re taking the time to mix it into the things you do, the conversations you hold, the events you create, and the strategies you embrace. The new brand will go farther, faster for the effort.

If you don’t have an intentional brand position that you are working toward, it doesn’t mean that a brand isn’t developing. It just means that you did not choose the type or flavor of the tea that is permeating your culture. But nevertheless, chamomile, peppermint, jasmine, green, oolong, black, or white – your culture is both coloring and influencing your brand. You owe it to yourself and to your company to intentionally choose what you want your brand to look, smell, and taste like.

Tisha Oehmen

Tisha Oehmen is a professional brand strategist and a leader in the branding field. She was recently named a member of the Global Guru’s Top 30 Brand Gurus. She is also the co-founder of Oregon-based Paradux Media Group and the best-selling author of the book, Finding Brand: The Brand Book Tutorial.

Possessing expertise in both front- and back-office operations, Tisha conceptualizes, develops, and implements initiatives to foster brand effectiveness like no other. With over 15 years of experience in branding and marketing, Tisha has successfully led large financial institutions and health care companies down the path of renaming their business.

Where Tisha really shines is in the work that isn’t done. Sometimes a name change for a business isn’t in their best interest and after meeting with Tisha, they are able to find the true value and equity that has always been in their brand. Tisha has a special knack of being able to communicate the value so that the CEO/Business owner can see its luster and then with a little polishing, make it shine company wide.

Tisha is best known for developing long lasting branding campaigns that speak to the heart of the business, the brand, and the community. True brand, no matter how big or small, has longevity. Creating branding campaigns that have longevity, that have a laser-like focus, is where Tisha thrives.

Tisha received her M.B.A. from the University of Oregon, from where she also earned a B.A. in Political Science. She enjoyed a distinguished academic career punctuated by enthusiastic and successful participation in competitive speaking events, and holds numerous awards for her skill in public speaking. Tisha is widely recognized for her ability to capture an audience’s attention with her straightforward and engaging speaking style.

When not working, she enjoys golfing, baking, reading, and hiking with her partner, Mike, and their two dogs, Chloe and Jackson. She’s also an active member of Rotary International, the Chamber of Commerce, and is a very proud supporter of the Oregon Ducks. Tisha lives in Eagle Point, Oregon.

Reader Interactions


Leave a Reply

If you liked this, you might like...