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by Tanika Vital-Pringle, Global MBA, MCIM


There are a plethora of proven ways to differentiate your brand, but you can actually focus on strategically building an iconic brand as a means to achieving powerful differentiation. Fully conducting research on your target customer segments and using psychographic methods to form insights is a precursor to going deep with brand building.


Thus, there are four branding hacks that I suggest that you focus on to begin the process of building an iconic brand: Purpose, Prevision, Personality and Promise. This article will focus on the first two: Purpose and Prevision.


Rebirth is about growth for your brand that leads to improvement. All businesses can benefit from hacks that, when applied appropriately and in the proper order, can result in growth for the enterprise or organization in a short time.


The branding hacks that will be shared have been used on top brands and start-ups to successfully bring them to life when coupled with additional strategic moves. When developed and executed properly within the organization and externally with customers, these hacks cause rebirth.



You might have reflected on the concept of purpose on a personal level at some point in your life. For some, purpose comes up when determining your next career or relationship move. Well, it is a very essential topic in the organizational context as it relates to brand and it’s important to have a firm grasp for how it aligns with other more talked-about aspects of an organization.


Purpose has been a hot topic in branding and organizational development for some time now. It is said to be an organization's why or a bold affirmation of its reason for being in business. Another way to describe organizational purpose is the overarching reason for existing. It is something that will never reach its full potential. It is the ideal that you will always strive toward.


Many metaphorically refer to purpose as the North Star. Having it assures that you have a guide and are headed in the right direction. If you travel from New York to California or South Africa to Ghana without a guide (or a pilot), it will likely be a challenging journey. You can still very well make it to California or Ghana but you will likely get lost along the way, take routes you wish you’d avoided, and run into some detours.


That would not be the most efficient way to make your journey. Alternatively, having a North Star as your guide would enable you to make more well-informed choices and reach your destination with less frustration, better safety, and utilizing fewer resources.

Establishing and operating from an anchor of purpose can create a competitive advantage for your brand. Furthermore, purpose-driven brands have a stronger affinity for being authentic and that should be your goal.


So, what does a solid organizational purpose statement actually look like?


Let’s take a look at two great purpose statements from some companies you are likely to know.


Female-founded apparel and footwear company, Spanx, has a great brand purpose,


To help women feel great about themselves and their potential.“


That is a powerful statement and provides the latitude to continually expand the product offering to accommodate the ever-growing (and never-ending) needs for women to feel great about themselves.


Spanx founder and self-made billionaire, Sara Blakely, is an inspiration for many women because she solved a problem that many of us experience—daily wardrobe woes. Since its inception in 1998[JS1] , this American brand has grown from its retail shops in Atlanta, GA to expansion into more than fifty countries.


American fast-food restaurant chain, Chick-fil-A, has a purpose that drives them internally and it is also in the public eye. Chick-fil-A’s stated purpose is


To glorify God by being a faithful steward of all that is entrusted to us and to have a positive influence on all who come into contact with Chick-fil-A.”


Most people know about Chick-fil-A’s schedule which is unusual for the restaurant industry. Being closed on Sundays, Chick-fil-A believes they are supporting employees while driving their purpose. There are even optional Monday morning devotions at the corporate headquarters site in College Park, GA.


This brand, which has a franchise business model, realizes that people join cultures and not just companies when they seek employment. Their stated core values reflect their purpose statement and they foster a culture of care for their employees and customers.




Constructing your company vision or prevision is a key step in creating the future for your brand. A prevision is a strategic and emotionally compelling picture in your mind's eye of the way things could be in the days ahead. It should be bold, audacious, and concise. Like vision, prevision concentrates on the future. It focuses on thinking ahead rather than on dwelling upon or seeking to replicate the past. Prevision describes what the future of your brand will look like; it does not detail how you will get there.


"Prevision reflects a realistic perspective; it is not dreaming the impossible dream, but dreaming the most possible dream."


The Prevision statement should be developed in a two-part process. The first step involves the development of the Prevision Portrait (paragraph) before moving on to the actual Prevision 7.0 statement. Developing the Prevision Portrait is a whole-brained activity, meaning that it involves using both sides of your brain or the rational and the irrational. It is also a time to brainstorm with no limits which is better known as blue sky thinking. In many cases, the Prevision Portrait forms the basis for an imaginative brand manifesto statement.


Speaking in colorful and inspirational language helps to create the magical pull of branding that draws or magnetizes others to your brand. That Prevision Portrait document should not exceed one page in length and should look seven years out.


Sony developed this “Prevision Portrait”-like statement back in the 1950s.




This prevision portrait statement resulted in Sony's Big Hairy Audacious Goal (BHAG) Prevision statement over 20 years ago.


To become the company most known for changing the worldwide poor-quality image of Japanese products”.


So, Sony’s Prevision statement fully encapsulated the Prevision Portrait in a fairly succinct way. More importantly, Sony has unequivocally achieved its Prevision. Today, the Sony brand is synonymous to quality and innovation in Electronics, Entertainment and Gaming. Keep in mind that if you are already doing these things, then it is a mission, previsions are forward-looking.


Let's look at Cloud Media, based in Hyderabad, India. It is a (fictitious) woman-owned company owned by Anjali Patel, Managing Director of Cloud Media. Cloud Media's Prevision Portrait resulted in this Prevision statement:


"To become the #1 media company in terms of circulation that will connect both domestic and diasporic Indian professionals who crave tri-lingual content that will help them thrive.


Businesses (particularly Women-Owned Businesses) who want to create sustainable and powerful differentiation must focus on branding. It’s just that simple. In most cases, branding for both femmepreneurships (women-owned businesses) and smaller enterprises is an afterthought. The primary focus is on marketing (pushing content out) while focusing on features and benefits. Consider implementing the aforementioned branding hacks (Purpose + Prevision) as a means of strengthening your brand infrastructure and achieving powerful differentiation.


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Women have been the purveyors of entrepreneurial progress for centuries and they have fought relentlessly to create value and take on financial risk in the pursuit of profit. Female entrepreneurs or femmepreneurs are tenacious multi-taskers, passionate about innovation and prosperity, and are determined to succeed against the odds.

Today, over 400 million women around the world classify themselves as entrepreneurs (femmepreneurs).


"Nascent or new femmepreneurs represent 252 million and established femmepreneurs (in business more than 42 months) represent 153 million. Sub-Saharan Africa and Latin America account for the highest rates of total entrepreneurial activity at 21.8 percent and 17.3 percent respectively." Source


Successful femmepreneurs are purpose driven and authentic. They have tapped into their inner power (or activated power from God) to maintain strength, fortitude and an innovative mindset. In fact, "it is estimated that by the year 2030, 67% of wealth will be controlled by Femmepreneurs". Source


Some recognizable femmepreneurs include: Madame C.J. Walker, Gabrielle Bonheur “Coco” Chanel, Folorunso Alakija (Famfa Oil Ltd), Joyce Chen, (northern-style Chinese cuisine), Estée Lauder, Kiran Mazumdar Shaw (Biocon), Anne Wojcicki (23 & Me) and of course Oprah Winfrey (OWN+Harpo).


The large majority of the aforementioned femmepreneurs began operating in the Third Industrial Revolution, which brought about the use of personal computers and electronics in general to automate functions. Businesses that are operating in today's current society, the Fourth Industrial Revolution (4IR), have access to disruptive technologies that can level the playing field on a global level. Technologies such as robotics, artificial intelligence, cloud computing, and the Internet of Things.


"The Internet of Things (IoT) is the connection of everyday products like cars, alarm clocks, and lights to computing devices via the internet. It allows them to exchange data with each other, providing marketers with more context about their customers' product usage." Source


Truthfully speaking, not all countries have full access to what the 4IR has to offer but many countries (both developing and developed) have access to the internet and some of the IoT.


Furthermore, the global impact of COVID-19 has ushered in a more hyperconnected society for both tech and non-tech industries. Women are becoming more efficient and adept at harnessing the power of digital platforms within their businesses. Thus, blending the digital and physical worlds with great business ideas and fortitude can help propel femmepreneurs and intrapreneurs (within companies) to greater success and impact.


The good news is that regardless of access to 4IR tools, all businesses—particularly femmepreneurships—can succeed. The key to success generally stems from having access to capital, business training, human resources, mentorship/support networks, and prayer.


Accordingly, femmepreneurs all around the world should exploit the use of technology to further their business planning and global reach with cloud-based tools in areas that include project management, scheduling, video conferencing, digital learning, knowledge acquisition, virtual human resources, and financing.


Now, more than ever, femmepreneurs do not just survive, but thrive.




If you are interested in accessing more information on up-and-coming iconic femmepreneur brands, click here to receive my complimentary e-book “4 Hacks to Rebirth Your Brand”.


Brand Rebirth is a purpose-driven brand consulting and virtual learning firm. We are a certified Women-Owned Business that provides 1:1 Consulting to mid-size businesses and brand masterclasses via Rebirth U to women business-owners and corporate teams.


Follow Brand Rebirth on these social channels

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Twitter

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Tanika Vital-Pringle is the Founder and Chief Brand Strategist of Brand Rebirth. https://www.linkedin.com/in/tanika-vital-pringle-global-mba-483116/


Any comments or questions, let us know!

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Updated: Mar 12


Magdalena Carmen Frida Kahlo y Calderón Rivera was a painter who "had an innate love for life in the face of pain and suffering". In this exciting time of Women’s History Month, I am elated to focus on this Mexican woman who has inspired women for generations. Her story has universal appeal to women, to those who suffer from physical, emotional, psychological pain and desire passion in life, which means everyone.


Born on July 6, 1907 in Mexico City, Mexico in the borough of Coyoacan (I am a July baby as well) to Wilhelm (Guillermo) Kahlo, a German immigrant of either Jewish/Hungarian ancestry and prominent photographer and his second wife, Matilde Calderon, Spanish/indigenous Mexican woman. Frida had two sisters, Adriana (older) and younger (Cristina) and lived through the Mexican Revolution, which impacted their family income since Guillermo's government commissions for his photography work ceased. They had to mortgage their house, sell off nice furniture and take in borders at times.


Frida was stricken with polio at age 6 and was bedridden for many months. Subsequently---introverted, played with herself and her imaginary friends. Post-recovery, her right leg was shorter and thinner for the rest of her life and she would wear socks to hide the deformity. She was teased by children and called "Peg Leg Frida of Coyoacan of the Coyotes" and moved past it by owning the name. Frida was described as being a fiery, capricious and natural leader.


On September 17, 1925, Frida and her friend were riding in a bus when it crashed into a street trolley car that had veered off the tracks and exploded. It was a horrible accident and some people died, while many others were injured. Frida survived, although she suffered multiple fractures in her spinal column, pelvis, collar bone and also broke her right leg.




She endured two years of treatment to correct her spine, wore constrictive corsets make of plaster, leather or metal. She was bedridden, so her father bought her painting supplies and her mother ordered a special easel that enabled her to paint lying down. They attached a mirror to her bed's canopy so she could see herself and create self-portraits. To pass the time, she would paint and write letters.


“I paint self-portraits because I am so often alone, because I am the person I know best" – Frida Kahlo



Frida started dating Diego Rivera in 1928 and they got married the next year - much to her mother's objection - due to Diego's reputation as a womanizer. Diego also already had a child. Frida was 22 years old and he was twice her age.


Frida traveled with Diego when he was commissioned to paint murals in NYC for the Museum of Modern Art (MOMA), Detroit Institute of Arts, Rockefeller Center and more. She supported him and painted some of her own works while Diego painted his commercial works.


Post marriage, she began to wear indigenous Mexican clothing from many parts of Mexico including from the Oaxaca region, where her mother was from. The Oaxacan Tehuanas are known to be strong and independent woman, so it worked for her. Their dresses were long so they concealed her physical impairments.




In 2014, I spoke at a conference called EMTECH sponsored by MIT in Mexico City and visited the Frida Kahlo Museum before I left. It was there that I learned about her pain, disablement, and miscarriages, which resonated with me on a personal level since I had experienced some myself. It was there, that I purchased my first Frida piece of art.


Frida created 143 paintings out of which 55 are self-portraits, which showcased her physical and psychological wounds. More to the story---the Louvre exhibited her art in 1939 which made her the 1st 20th Century Artist to be purchased by an internationally renowned museum.




I increasingly began to collect Frida art over the years and incorporate her into my family interior design décor.



According to an Artsy.net article written by Tess Thackara, Frida Kahlo has become a global symbol of resilience against adversity and patriarchal oppression. She is a feminist and cultural icon for indigenous Mexican culture. Vanity Fair considered her to be a "politically correct heroine for every wounded minority".





Hence, her personal brand radiated to a point that it is a corporate brand that will live on forever.

If want to learn hear how Frida Kahlo’s personal brand became an authentic global powerhouse, you can hear much more of the story in the Brand Authenticity Masterclass. You will also gain other powerful nuggets to help you improve both your personal and company brand impact.


Information on Rebirth U, Brand Rebirth's Virtual University of Brand + Professional Development can be found here.


If you want to hire Brand-Rebirth for a brand strategy-related project, click here to learn about our 1:1 Consulting Services and book a meeting.

If you would like to read more on this topic, click here to download the free "4 Hacks to Rebirth Your Brand" e-book.


Brand Rebirth is a purpose-driven brand consulting and virtual learning firm. We are a certified Women-Owned Business that provides 1:1 Consulting to mid-size businesses and brand masterclasses via Rebirth U to women business-owners and corporate teams.

Follow Brand Rebirth on these social channels

Facebook

LinkedIn

Twitter

Instagram

Tanika Vital-Pringle is the Founder and Chief Brand Strategist of Brand Rebirth. https://www.linkedin.com/in/tanika-vital-pringle-global-mba-483116/

Any comments or questions, let us know!






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