Have you ever wondered how I became The Brand Chef? It’s not a story I tell often, but in a recent  interview with Johnny Wright (Twitter: @unsecretshopper), better known as The UnSecret Shopper the TRUTH was revealed.

The request came out of the blue (proof of building a good personal brand), but after a few Twitter direct messages and a phone call-or-two, I decided Johnny had some great things to talk about and was very interested in learning more about The Brand Chef, marketing strategies and generally what I do… (go figure).

In 19 short minutes, we covered everything from marketing strategies, social media marketing, customer service (which Johnny is brilliant at, by the way), and we even talked a little about how I became The Brand Chef!

Here’s a link to his post of his full 1-hour show.  Or you can listen to just my interview below.

Enjoy!

The Brand Chef and Johnny Wright – The Unsecret Shopper Interview 7/24/10

Again, I’d like to thank Johnny Wright for taking the time and giving me the honor of being on his show.  It was a great conversation and I look forward to hearing / seeing more from him in the future!

Keep Cooking!
Andrew B. Clark
The Brand Chef

Johnny Wright can also be heard on 1350 AM, KRNT radio  in Des Moines Iowa.  Every Saturday at 8 AM.  Check it out!

A lot of people tease me because I’m “Always On.” If I’m not in the office, I can usually be found through any number of social media channels.  Whether it’s my Twitter page, my check-ins on Foursquare or my Facebook page; it’s not very hard to find me – for good or bad.

This last week, though, I decided I’d take a vacation. You know, the “relaxing, kick-back-n-nap by the pool kind of week” that many of us need to recharge the branding battery and focus.  Well, this is what I did…

I cleaned. Boy did I clean.  My house looks like we just moved in.
I gardened. It finally stopped raining in central Iowa, so I pulled about 100 lbs of weeds and found that my garden still survived underneath it all…
I played with the kids. I have three great kids that are on Summer vacation, so after I made them help me weed and clean, we had some quality family time.  Movies. Fireworks. Carnivals. Dinners out…

It really was a great week!

But I couldn’t stay away from social media, work and talking about branding. I tweeted and used social media to coordinate projects for work.  I scheduled meetings.  I went to business and sales improvement seminars…  (relaxing?) My coworkers tease me, but maybe this will show them that I should get MORE vacation days. I seem to be pretty darn productive when I’m not sitting at my desk. 

One of the activities I’m VERY proud of accomplishing this week was going on-air for the first time in 20 years with Michael Libbie and his Insight On Business webcast that airs daily at http://www.webcastliveone.com We talked branding, business, social media, banking, cause marketing and general current events.  I had a blast!

Below is the stream.  You may need to jump forward a minute-or-so to get through the set up, but it’s well worth the watch.  Maybe I’ll do more of these in the future!  (click here for the video in FaceBook and Feed readers)

Thanks again to Michal Libbie (@MichaelLibbie on Twitter). I had a great time. I hope to do it again soon.

Until next time -

Keep Cooking (great relationships and education for your community)!
Andrew B. Clark
The Brand Chef

When I started this little title contest I asked myself one, somewhat intimidating question.  “What if I didn’t see any entries?” It happened before. I was terrified, but with faith in my social media community, I posted anyway.

I checked stats after an hour – nothing.  I checked stats after three hours and there was a hit or two, but no entries.  Then, after a day, one trickled in…  then another and another… within three days, I had so many titles that I almost stopped the contest just to use ALL of the entries for future posts!

I was blown away to see the creativity and fun people were having with the opportunity.  From the sublime “Eat This,” to the off-putting “The Smurfs Were Communists,” each new entry gave me a little insight into the participant’s personal brand - funny… reflective… passionate… curious… driven… While not my intention, I learned a little bit about all of them, and I thank them all.

Which brings us to our winner:

“Flourish Where You Live.”

When Sheena Rae Lara (@SheenaMacGruber on Twitter) posted her title entry, I knew it was one I was going to have to look into some more – win or not. It had depth.  It had weight that made me think of a million things to write, and that, originally, was the reason for the post “Conquer Writers Block – Save The World,” and Sheena killed it!

So, like I said, my original intention was to take Sheena’s title and write my own post from it.  After some reflection (and basic curiosity), I decided instead of telling you about how I thought “Flourish Where You Live” applied to me, I’d let Sheena tell you.  Because without Sheena and the community in which we live, how could The Brand Chef truly flourish?

Flourish Where You Live

(Brand Chef) What possessed you to post your title for this competition?
(Sheena Rae Lara) I had been thinking about doing my own blog post on this topic and saw your contest and wrote it in.

(BC) So, what inspired your title?
(SRL) I tell people that my plan, when I was in college, was to leave Iowa. I ended up staying and doing well here.

(BC) It sounds like a personal calling or mission you try to follow, yes?
(SRL) Yeah, I think so. I think it’s a waste of energy wishing/thinking about living somewhere else. If you really want to get out of Iowa then take the steps do it, otherwise quit dreaming and start making Iowa into the place you want it to be.

(BC) How to you integrate your title into everyday life?
(SRL) Flourishing can be different to different people, but for me it’s about doing what makes me happy and adding quality to my life. If that means staying home and baking bread from scratch, taking my son to the park, heading out to dollar pints at Olde Main with good friends or working on creative side projects.

(BC) Are you “a local” or do you hail from outside our little, Midwestern bubble?
(Note to readers: I ask this just because Sheena and I had connected on Twitter a few months ago to discuss her interest in multi-cultural marketing.)
(SRL) I’m an Iowan, spent my whole life living in Iowa except when I backpacked across Europe for two weeks and lived in Rome for a semester. I love learning about different cultures and people!

So, of course, here come the branding questions…

(BC) If you could sum up your personal brand in one sentence, what would it be, and would your title be incorporated?
(SRL) Tough one! Adventurous and responsible, nothing is beyond reach with a little creativity and ambition.

(BC) What do you want the readers to know about you that isn’t evident through your social media activity or blog?
(SRL) Well, some people have picked up on the axe stuff. I’m a contributor to Best Made Company’s social media presence. I started their facebook fan page and contribute to their blog.

***

Well Sheena (and the rest of you), I just want to thank you for taking the time to participate in my little social media contest this week.

It IS through the community in which you live that the passion and love for your surroundings fosters TRUE growth.  Sure, I’ve lived in Boston, Kansas City and traveled to other countries, but I kept coming back to my community, my family, my friends in Des Moines, Iowa. Why? I think Sheena said it best,

“I think it’s a waste of energy wishing/thinking about living somewhere else. … quit dreaming and start making {where you live} into the place you want it to be.”

It warms my heart to see social media fostering new relationships and creating these communities around virtual commonalities.

This is where I live!  This is where I flourish! How about you?

Keep Cooking! (Wherever you live!)
Andrew B. Clark
The Brand Chef

Sheena Rae Lara is currently the Graphic Designer for the College of Liberal Arts and Sciences at Iowa State University.
She is looking into pursuing a Master’s degree in marketing and transitioning her career into digital media/marketing with a multicultural emphasis.

There it stands before you – a big eyesore. It’s weathered and showing it’s age. Your neighbors scowl and roll their eyes as they drive by. Time and the environment have dilapidated the exterior, showing flakes and deep veins of coarse texture. But the foundation and supports within are thick, stable and as strong as the day your grandfather built it.

As you look at it you see more than a dusty, old building. You see a lifetime of sweat equity. It’s not just a barn, it’s part of your life. From a simple point of view, it provided shade on hot, Summer days. But in perspective, it created a focal point for your entire existence. It sheltered livestock and equipment. It kept dry the seed and fertilizer for the upcoming planting seasons. It was a playground for you and your family. But through the memories, through the anxiety of change, you realize… it’s time.

So, with your hand on you son’s shoulder, just as your father did with you, you say, “Well, boy, it’s time to paint the barn.” He looks up at you not realizing this is HIS time.  Time to take the first step into his own destiny.

How do you think you, the farmer, would continue that conversation? Do you picture handing the boy a big bucket of red paint (’cause all barns are supposed to be red, you know) and yelling “HAVE AT KIDDO!” I’m sure the boy would have loved that! Ker-SPLASH! Or do you think “the farmer” would have knelt down beside the boy and explained the need for planning and preparation?

It’s a story that we hear almost on a daily basis (especially those of us in the Midwest). The passing of the torch. The changing of the guard. It’s called succession. Succession is the road map that the above farmer’s family has lived on for generations. While this story talks of a farmer and the “family business,” it applies perfectly to any business looking for success and longevity. It’s imperative when it comes to planning for business and development. It’s imperative to remember when branding.

It’s all about PLANNING for the future.

So, what happened with the boy and the farmer?

Of course, as the boy rolled his eyes, the farmer told him about preparing the surface of the walls for painting. He told him about removing aged paint and sanding the rough spots. He told him about pulling old nails and replacing boards that were too weathered.

He explained to the boy that protecting the barn was one of the most important jobs on the farm, for the barn provided the shelter and a starting point for virtually everything that took place around them. And he told him that his father taught him these things, just as his grandfather had done. And some day, the boy would pass the same advice and values on to his children.

When the farmer was done talking, they both stood there surveying the barn. It was huge. It was going to be a lot of work to paint this barn. It would take days, if not weeks for the two of them to get the barn back to it’s original glory. Intimidating. Tiring. Frightening.

Soon, the boy looked up at the farmer and said, “Dad, why don’t we just rip it down and sell the scrap to craft shops and mills at 170% more than your original purchase price? Then we can parcel off the land to out-of-state commercial developers for $3,500 an acre making you and mom millionaires! That way, I could go off and live on a beach with my gorgeous, yet vapid trophy wife…”

Sigh.

How does your company plan for the future? Are you looking for growth, sustainability and generations of pride and quality? Or are you looking for a quick buck and an escape to an “easier” life with little effort or accountability?

Food for thought.

Keep Cooking (for a future worthy of your children)
Andrew B. Clark
The Brand Chef

Assassins. Espionage artists. Spies. Mercenaries. Survivalists. Turtles? Whatever you call them, the Ninjas’ brand is simply cool as hell! They have an aura of overwhelming power, intelligence, stealth and magic that no other warring agent can touch.  Sure, the “Ninja” brand has been copied, stolen and spoofed, but it just can not be duplicated. Now THAT’S a strong brand…

So, when it comes to really stepping up and differentiating your product or service from your competition, why not pull some hints from the code of the Ninja into your branding?

Follow The Code Of The Branding Ninja:

A Branding Ninja must…

1. Never betray the clan.
Truth and honor are the core of the ninja brand. If your ninja brand can’t be trustworthy and loyal, then you have no foundation for the relationship (in business or life).

2. Accomplish the mission; failure is not an option.
Ninja branding is all about making the mission successful at virtually any cost. So what do you do when the challenges become overwhelming? Go into ninja-mode and kick some brand arse!

3. Put the clan and the mission before himself.
When working in a team environment, focus on the brand mission over your personal needs. Rogue ninjas are simply a detriment to themselves and the overall brand mission. It’s called teamwork, ninjas!

4. Escape if captured (no excuses).
Stealth. Speed. Nimble action. They’re all actions of the brand ninja. If you get stuck in you mission or captured by adversity, reject, re-focus, re-purpose and re-launch! A ninja held prisoner is soon a dead ninja!

5. Kill only when necessary for survival.
If threatened by conflict, competition or failure the ninja will always strive to redirect the end to his favor through any means necessary. And only as a last resort, he go for the death blow.

6. Avoid striking a member of the same ry (school).
This discipline should go without saying, but it goes back to working within a team. A team of brand ninjas all tirelessly work toward the same mission. To have infighting and dissension amongst its ranks would doom the brand mission.

7. Strive for peace, harmony and enlightenment in all things.
Once you have a TRUE brand mission on hand, the direction to take should be one of serene discovery. If your brand mission is on path, resistance will be futile.

8. Aid a genin (fellow ninja) from the same ry.
If one ninja should stumble or fall, the genin to his sides will pick him up and correct the course. Mentoring and unfaltering support within the branding ninja ranks is imperative for mission success.

9. Never use the terms “ninja”, “shinobi”, or “assassin” when speaking in public.
The branding ninja shouldn’t need to overtly reveal his brand mission objective or tactics. The mission will speak for itself and the actions of the individual will be irrelevant to its success.

10. Always observe others and know your surroundings.
This is the external version of #9. If you observe with sharp diligence and objectivity, the scope of your branding territory (target market, niche mission, competitors’ flaws, etc.) will be revealed.

10.5 Understand you are always being observed. Always.
Just as you are watching others, they are watching you. Always protect your brand, your mission and be prepared to react with lightening speed and power!

The above list was taken from the Ninja Code of Honor during Japan’s Sengoku period, when, according to reports, the ninja discipline was born and developed between the 15th and 17th centuries.

Of course, I edited and kept the disciplines that spoke directly to branding and teamwork, but can you see the correlation?

SO… Which of the above codes can you work on to keep your brand TRUE? Is your brand ninja-like or do you need to go back and do a little TRUE ninja branding boot camp?

Keep Cooking! (with stealth, power and mystery in your brand)
Andrew B. Clark
The Brand Chef

What’s that behind you!