LYH31: Unleashing the Power of Your Relational Brand [Podcast]


Show Agenda

  • Featured Presentation: Unleashing the Power of Your Relational Brand
  • My Branding Specialist: Dick Bruso, Heard Above the Noise

Featured Presentation

You can find the full blog post on this topic at

When people think of me, Dr. Harold, what comes to their mind? That is my brand.

My desire is that my relational brand conveys  authentic engagement, genuine concern, and spirited hopefulness. But, given my nature, this will probably always be couched in the context of faith and pragmatism.

Ultimately, it isn’t very important that I have a lot of degrees. Though I’m proud of them, the awards that I’ve accumulated are just pieces of paper. The accolades that are so graciously directed my way make me feel good. But, if my relational branding is not conveying authentic engagement, genuine concern, and spirited hopefulness then I’ve failed.

God placed me on this earth to “Be the Brand” that he designed from the foundation of the world. Yes, I am a designer brand—not faux or generic. So are you!

It is important that I “Be the Brand” because others’ future depends on me walking in my design.

In my experience there five ways for each of us to be the original brand that we were designed to be.

Five Ways to Promote Your Relational Brand

  1. Mature Your Voice
  2. Share Your Heart
  3. Be Present
  4. Expand Your Circle of Influence
  5. Stay Consistent

It will not be degrees and positions that they remember about you when you are gone. It is not how much money you had in your bank account. What they will remember  is your relational branding. That will be your legacy. So, go “Be the Brand” that you were designed to be. Others are counting on you.

In the comments below, describe what you perceive your relational brand to be. How happy are you with it?

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Unleashing the Power of Your Relational Brand

Advertising is everywhere. Television, radio, bulletin boards, online banners, and other media channels bombard us with advertising designed to steer our preferences for practically everything—striving to claim a share of our thinking and of course our wallets. They spend hundreds of thousands even millions of dollars for 30 second spots intended to grab our attention. Its called “branding”. Does it work? Yes. You know that Michael Jordan’s Air Jordan sneakers is Nike’s brand. Those of us over forty still remember the images of the lonely Maytag repairman who has little work to do because of such reliable Maytag appliances.  We associate Volvo with safety because of branding. The message is that branding works. I just spent two days in Denver, Colorado with an excellent branding specialist, Dick Bruso, to better hone in on a brand that best captures the essence of me. It was a great experience. You’ll hear more about that in coming months. But, the process got me thinking about the brand that each of us convey in our meaningful relationships.  When people think of me, Dr. Harold, what comes to their mind? That is my brand. What is your brand?

The American Marketing Association (AMA) defines a brand as a combination of factors that identify the product and differentiate it from other products. We can pretty easily understand how this applies to commercial products.

But, what about your own relational brand? What combination of factors uniquely define you?

During my time with the branding specialist, he asked me how those who know me well describe me. He wanted to know what specific words they would use. I thought about actual words that gracious friends have recently articulated like “hard-working”, “committed”, and “smart”. I appreciate the positive sentiment that friends ascribe to me character. But, capturing one’s relational brand goes beyond describing personality characteristics.

Rather, what words would people use to describe their relationship with me? What images come to their mind? Do they see me as someone who walks alongside them when they are in a time of need? Am I perceived as someone who knows how to listen to their heart in the good and the tough times? Are they left behind in the wake of my busyness? Is my engagement with them consistent with how they see me engage with others?

These are the type of questions that inform your relational branding.

Why is your relational brand important?

Ultimately, it is the same as the reason that branding is important to commercial products. It’s about influence.