Should writers focus on building a strong image for themselves?
What successful brands can teach us how to become better writers?
Since joining Medium, I have read many articles on how to be a successful writer there.
As a marketer of several decades, I want to contribute from the perspective of brand development and image creation. As we know, brands are frequently equated to image-building machines.
Whenever I hear the word image-building, I find that a big picture is missing. Don’t get me wrong; I worked for the most successful brands in the world — such as Coca-Cola, on their global marketing team.
So, to the outside world, it might seem like everything is about image building. But is it? Successful brands focus on a set of brand-building principles that lead to image creation.
Again, I wouldn’t say I like image building because it omits a critical piece of the puzzle — the true brand-building capability. Brand-building comes first, and image follows.
Whether we personally like them or not, all successful brands — like Nike, Apple, Coca-Cola, Patagonia, Mercedes, etc. — focus on building their brands first. They monitor how their images are being built due to their strategies and activities.
