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Baking with Brand in Mind

Branding, to me, is a lot like baking. Sure you can open a box of pre-mixed ingredients add a few items from your pantry stir and bake and you will have a...

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Butte Creek MillI’m going to let you in on a secret…I LOVE to bake from scratch-it’s really a passion. To me there is nothing more satisfying than taking a bunch of raw ingredients and mixing them together in the right proportions to create something tasty and soul satisfying. Each recipe is different, french bread just requires four ingredients, where tiramisu may take an untold number of ingredients to achieve that balance of perfection on a fork.

Branding, to me, is a lot like baking. Sure you can open a box of pre-mixed ingredients add a few items from your pantry stir and bake and you will have a chocolate cake, but there is no substitute for a real, made from scratch baking.

As anyone who bakes from scratch will tell you, it’s not much harder than baking from a box, you just need a bit, of several different ingredients mixed together in the right proportion to create something tasty, memorable, and unique. Because you’re making it yourself, you can modify ingredients to suit your taste.

Branding is no different. The ingredients need to be combined in the right proportion, the right order, treated carefully, given time to let the flavors come together, and to become the end product. In branding, like baking, if you miss a critical ingredient the brand will suffer. If you rush it, it won’t be as good as the recipe made with time, care, and love. When you take the time, the chocolate cake (or brand) can be uniquely your own, complete, authentic, and something everyone gravitates to.

Of course you can make a chocolate cake from box – and you can buy your brand from one of the cookie cutter branding companies out there. But if you do either, you’re depriving yourself and your company from fully realizing the enjoyment and satisfaction that comes from doing the job yourself.


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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.

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