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Branding Lessons from Trees

What is your brand position? If you allow your brand the space you will end up with a stronger brand. Paradux Media Group brand development.. Stronger brands

ducks-flying

Although as marketers, we tend to talk about brands in never-changing absolutes – the reality is that brands evolve. They adapt. They grow. Their roots spread deeper and their ideals reach ever-higher reaching for loftier and more audacious goals – not unlike trees spreading their branches toward sunlight.

photo credit joiseshowaa

Just like trees, brands need to morph, to grow, and to reach. They also have to be somewhat reactive to the world in which they live. Deciduous trees with their broad and relatively fragile leaves drop them in the winter to save the branches from breaking under the weight of snow. But not before putting on a vibrant show and reminding us all that they exist. Then they blend into the landscape waiting, gathering strength, and preparing to dazzle us once again with their vitality in the spring. Imagine how different the deciduous tree‘s life would be if they remained forever enrobed in their broad leaves, never putting on a show with the autumn, never dropping their leaves in the winter, and never re-emerging in the spring. It’s the very act of relating to the seasons that both keeps the trees strong and healthy and causes us to appreciate them even more.

Brands can and so the same. A brand that is steady and constant, like an evergreen, is both rare and wondrous. More often then not, brands should behave more like the deciduous tree. Providing shade for lesser brands and causes, putting on a show in which they are the star, retreating to work on the internal culture and to refine their position, before re-emerging stronger and more vibrant than before to do it all again. All the while, the brand roots are running deeper and deeper, letting the brand get stronger and stronger.

How is your brand positioned? Are you trying to freeze it in time or are you providing a nutrient-rich environment for it to grow. Are you forcing it to carry it’s leaves through the winter or are you allowing it to morph to meet the current climate and conditions. If you allow your brand the space to do the latter, you will end up with a much stronger brand that, while true to what it represents, is also responsive to the environment – and therefore able to weather whatever winter storms comes its way.


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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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