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Can Branding Come Naturally?

The best branding is born in the moment that the founder decides to start the business. In that moment is pure passion & the basis of brand.

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I think marketers spend so much time carefully considering and crafting brands that sometimes we forget that the very best branding is born out of the instant the organization was created by its founders. The best brands are created in the moment that the founder decides to start the business. To do something different or better than anything that currently exists in their marketplace.

In that moment is pure passion that (should) be the basis of the brand. All the branding that comes after that should reflect that unique moment.

The funny thing is, that moment is also the one thing that most entrepreneurs are most likely NEVER to discuss. And for businesses that have been around for many years that moment of lightning might be irrevocably lost. But it’s worth recreating. There is always enough institutional knowledge (no matter how long ago the founding occurred) to build a brand from this simple beginning.

Branding Naturally

I think that the very best way to capture the moment of pure passion that sparks the business for the future is with a Manifesto or Declaration of Passion. At it’s very core this document should become not only the basis for your brand but the foundation for your strategy, your culture, and all your marketing. There is nothing more natural than the passion that comes out of your Manifesto.

Letting Your Branding Develop

Can Branding Come NaturallyThe secret to letting a brand manifest naturally is to pay attention to it. To make it a consistent element in all of your outward facing marketing materials. To nurture it, to give it air, and to make sure that everyone on your team understands it and plays by its rules.

As the branding begins to fully manifest, that’s the moment to codify it and to preserve it for the future. This is your best option to capture the branding naturally and at the same time, preserving it for the future.


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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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