Preparing Your Brand for the Stage

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Day 246
photo credit: fertilegroundportlan

Have you ever stopped to think about how often your is on stage in the public eye? It’s ALWAYS on stage. It never takes a break, it never retreats to the dressing room, and it certainly never blends into the audience. It’s always displayed alone on the stage under the glaring unforgiving spotlight. Your brand needs the deference you would pay to a star on the stage. It needs a good publicist, and equally importantly, a well-meaning bodyguard.

As your brand’s publicist, your job is to make sure that it’s always presented in the best possible light: appropriately dressed, well groomed, and displaying good manners. You need to proactively find venues that will allow you to put your brand in the best possible light. Sometimes it’s your job to create those moments in order to gain publicity and sell the brand to expand it’s audience. Publicist Sofia Gian talks about creating red carpet moments for celebrities on the this way:

I also am a big believer in branding a client on the red carpet at special events because that’s where the actor is seen by producers, directors and others who potentially might hire them. Also, the media covering the event will highlight clients if it fits their story and the event publicist has included them on the tip sheet. The more actors are seen, the more they’re remembered.

Your job is to have your brand both seen and remembered for being outstanding in the spotlight on the stage. Remembered for the great work it does, and beloved for the authenticity with which it meets life.

The other side of the coin is your responsibility to be your brand’s bodyguard. As your brand’s bodyguard, your job is to make sure that it’s never allowed to be taken advantage of, never presented in a way that is detrimental to the position you’ve built. It’s your job to ensure that well-meaning individuals don’t inadvertently hurt your brand by putting your logo in places that it doesn’t belong. Or carelessly changing the shape of your logo to smush, skew, or stretch it. Certainly never changing the colors to match their personal taste, rather what your brand has defined. As a bodyguard, your job is about keeping the brand intact, safe, and true to itself.

The duality of both being a publicist and bodyguard is what makes a marketing professional such a special individual, and why the marketing job is amazingly complex. You get to prepare your brand for the stage and to help it to shine in the spotlight.


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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