The Visionary Brand | Successful Branding | The Brand Is The Product

The Visionary Chronicles

12-02-2024 • 26 minutos


CHRONICLE: February 12th , 2024

Content from Bryan’s new Award Winning, Bestselling Book

The Visionary Brand, The Success Formula Behind the World's Most Visionary Brands

  • Readers Favorite Award Winner: Best, Non-fiction, Marketing book
  • Amazon Bestseller.

The Visionary Brand  | Successful Branding | The Brand Is The Product

" Extinction is the rule. Survival is the exception." – Carl Sagan

Generational, Visionary leaders committed to building a brand know how to build an authentic culture first and create aspirational products that match the brand positioning.

This strategy is easier said than done, and brands that have survived and then thrived over the years are the ones who have mastered the commitment to building a brand strategy and staying the course regardless of the circumstances.

The best analogy I can use is when you are caught in a storm and have a set course; just because it is storming does not mean you redirect entirely. Instead, you pivot, but eventually, you are set back on course. There is a significant difference between changing a course and redirecting a course. Change, and you lose Direction; stay the course, and keep your Soul.

Brands who have built a culture around premium positioning know they are selling a lifestyle centered around a product that enhances this lifestyle by making it more accessible, more convenient, or efficient.

Building a culture allows you to define “who you are?” and “what you do?”. Once this is anchored with a  brand through its Culture, it creates a lifeblood throughout the entire Brand and a commitment to being authentic. The Culture is the company, and the Product is the Brand, each unique and needed to build a generational brand.

If you look at examples of iconic, generational brands, you will find that the Culture builds the team, and the product drives their vision. Consumers do not get excited for the next great toaster, they get excited through the next disruptive product from a brand that has created a lifestyle enhancement expectation around the next generation of their products. The brand advocates expect greatness, and the early adopters line up to purchase their products.

To continually meet this expectation, these brands must have a passionate, insanely great product team, an amazing marketing team, and a sales team armed with the latest product innovations they can surf for generations.

The key to a Brand’s success is ensuring the product matches the vision!

Matching a product to a brand's vision involves aligning the product's attributes, features, and values with the generational goals and DNA of the Brand.

Here are key steps a brand can take to ensure that its products are in harmony with its vision:

Define the Brand Vision | Clearly articulate the Brand's vision, mission, and values. This serves as the foundation for all product development decisions.

Understand Target Audience | Gain a deep understanding of the target audience's needs, preferences, and values. Identify how the product can fulfill or enhance the lives of your community in line with the Brand's vision.

Product Pipeline Development | Ensure that the product planning process aligns with the Brand's vision and goals. Consider how the product fits into the overall brand portfolio and supports the Brand's foundational vision.

Consistent Design and Packaging | Design the product, its packaging, and labeling in a way that reflects the Brand's visual identity and design principles. Consistent design elements contribute to a cohesive premium brand image.

Quality and Performance | Maintain high-quality standards for the product to uphold the Brand's reputation. Ensure that the product's performance meets or exceeds customer expectations, reinforcing positive associations with the Brand.

Marketing | Develop marketing campaigns emphasizing how the product aligns with the Brand's vision and values. Communicate the unique selling propositions that differentiate the product within the market.

Storytelling | Integrate the product into the Brand's overall narrative and storytelling. Showcase how the product contributes to realizing the Brand's vision and mission.

Iteration | Collect feedback on market trends. Use insights to iterate on the product, ensuring it remains relevant to the Brand's vision and responsive to evolving consumer needs.

Long-Term Planning | Consider the product's long-term implications for the Brand's vision. Plan for product extensions or updates that support the Brand's overall strategic direction.

By integrating the Brand's vision into every aspect of the product creation and marketing processes, a brand can create a more cohesive and meaningful connection between its products and its vision. This alignment contributes to building brand loyalty and resonating with consumers who share similar values.

Stay True, Stay Authentic, be Different, and be Great!

Enjoy the Journey!

Bryan Smeltzer, President

LiquidMind Inc.



© All rights reserved, Bryan Smeltzer, 2024

Bryan Smeltzer is a consumer products business executive and entrepreneur. He has held executive-level roles in business development, Product, and marketing with some of the world's most prestigious brands, including Oakley, TaylorMade, Adidas, K-Swiss, and Schutt Sports, among other international brands. He also founded a men’s apparel brand, successfully running a profitable business for ten years, eventually selling to a VC firm.

He also hosts a Podcast called The Visionary Chronicles, ranked as the #1 Visionary and Top 50 Marketing Podcasts by Feedspot for 2022 & 2023, and recently finished his first bestselling book, The Visionary Brand, The Success Formula Behind the World’s Most Visionary Brands, and recently received the prestigious Readers Favorite Award for BEST Non-fiction, Marketing Genre book.

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With the book's release, Bryan created The Visionary Brand MasterCourse. The Master Course site at The includes a Master Course with 18 Video Learning segments and almost 2 hours of Visionary lessons training. Over the past eleven weeks, over 1,784 brand leaders and Entrepreneurs have taken the Master Course! Unleash your potential as a brand leader and take the Master Course.

Sign up for the Visionary Brand Course, and get a FREE hardcopy edition of , The Visionary Brand,  and a “Be Visionary” coffee mug!

FREE when you Sign UP for The Visionary Brand MasterCourse!

The Visionary Brand hardcover book.

"Be Visionary" inspirational coffee mug.

Bryan oversees LiquidMind Inc., a global brand strategy firm that partners with start-ups and establishes mid to large-cap consumer brands to empower businesses to think differently, be different, drive a passionate culture, and execute relentlessly.

You can contact or  follow him at;

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Facebook | @bryansmeltzer33

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