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Branding? What’s that?

So I hear a lot about branding. I read about it and I talk about it as I have been going through this process of moving from idea to product.

I’m not convinced. I’m the type of do your own thing, learn what works for you, individuality type woman. And my product works. It solves a problem that is really annoying. It’s attractive and effective. So why should I brand it? Duh.

I want to be the unbrand brand. Fortunately the people I work with are a lot smarter than me. When I proposed the genius idea of an unbranded brand, they immediately stomped on the idea. “Alissa, brands are what convey quality and identity of a product.” “They are the thing that people connect to emotionally and develop loyalty for.” “They work to communicate ideas in symbols–logos, typefaces, colors–without the need for too many words.” “You have a GREAT product, but being the unbrand is dumb. Sorry.”

Don’t be sorry. You’re right and I’m wrong.

It is dumb for me to say brands are unimportant as I had been thinking of the ideas behind the name of the product and thought up stories that convey meaning along with the use of the product. It’s silly to say brands are unimportant, but I think I have a fear of branding because it feels like a high stakes thing. I think it is. It’s ridiculous for me to say brands don’t matter when I’m totally loyal to Dove, Lubriderm, Asics, Smart Balance, etc. The things I like are fully branded. Duh, again.

Anyway, I’m grateful for my team to keep ME on the right path.

“No man will make a great leader who wants to do it all himself or get all the credit for doing it.” -Andrew Carnegie

September 25, 2009 Posted by | Branding, Business Woman, Entrepreneur, Female, Inventing, Invention, Uncategorized, Woman | , , , , , , , , , , | Leave a comment

the inventrix

Girl inventor. That’s me.

Alissa Gardenhire-Crooks, Ph.D.

I have been inventing since I was a kid, but didn’t learn I could be an inventor until I was a grownup. My mom told me to be a Renaissance woman and my dad told me to “go for it” as I grew up.

But I still went down the prescribed path. School and more school then work…for someone else. Which is fine…for what it is, but I can’t be “all I can be” in someone else’s frame. Can you?

Actually, inventing is pretty easy. Figuring out how to be an entrepreneur…now that is the hard part.

I have a full-time career as a social policy qualitative researcher. I am a wife, mother, and daughter–full time too.

I also have a bug to fix problems and now am finally bringing one fix to market. Not my first invention, but the first one (and simplest one) I have actually worked to get to market.

The prototypes have been vetted, tested, focus grouped, proof of concept-ed, graphic designed, and now patented.

The products have been ordered, the packaging figured out, the market analyzed, a marketing plan is being finalized, logo designed, a website is being designed, and a small team of friends assembled to work on the business with me. Let’s do this ish!

September 25, 2009 Posted by | Business Woman, Entrepreneur, Female, Inventing, Invention, Uncategorized, Woman | , , , , , , , , , | Leave a comment