Branding Can Be Easy

A lot of times, we get so hung up on how many different things there are to do with branding...

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photo credit: Hello Turkey Toe

A lot of times, we get so hung up on how many different things there are to do with branding, how careful we have to be when presenting our message, and how closely we guard the messages that affect our brand. But at those moments when we’re working so very hard to maintain our brand – it’s time to take a deep breath, relax, and “go with the flow.”

Your brand works on the same principles that allow a duck to float on a lake, the subtle tension of the water, combined with ideas, inspiration, and breath — and not a little paddling keep the idea afloat. But when the paddling stops, the duck just floats easily on the surface, going easily with the current, but also remaining afloat.

At the end of the day, your brand needs to be a reflection of  you, which means it should be easy. If you’re working too hard at it, it will come across as false, phony, pretentious, or political and your brand will be quite the ugly duckling. Which is not to say that you shouldn’t be careful and pay attention to your brand either. But, maintaining your brand should feel easy. When you’re in that state, all the great branding ideas will just materialize magically and you brand will float on top and go with the current.

So take a moment, slow down, check the tension level and allow your brand to float easily on the surface of your pond, you’ll be glad you did.


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


  1. Bottomless says

    .Raramente. Se puede decir, esta excepciГіn:) de las reglas

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