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The Laws of Branding

Let’s start with the basics … What is a “Brand?”

Your brand is more than just a logo or catch slogan. According to Jerry McLaughlin of Forbes.com, your brand is what people think of when they hear your brand name. Properly building your brand is a careful orchestra that has to be thought out every step of the way. What you want people to think and how you want people to feel when they hear your name all factors into the brand that you are constructing. This is why it is important not to be quick to stamp your brand on everything that comes along. If you do, your brand looses its value.

Think of your brand similar to a “stamp of approval,” or recommendation. Would you recommend a friend to use a bad mechanic to fix her car? Or, would you vouch for a shady banker that is not good with handling funds properly? Of course you wouldn’t. So, why place your logo or brand on a product or service that does not meet the standard you would like to be known for? Or, why affiliate your brand with something you do not support? These are all things that must be considered when building and maintaining your brand worth.

I cannot possibly break down all there is to know about branding in one blog post, but I would like to share some of the nuggets of knowledge that have helped me along the way.

The 22 Immutable Laws of Branding by Al Ries and Laura Ries is an outstanding book. It’s a simple read that breaks down how to successfully build a “world-class brand.”

Al Ries also created a slide show presentation to sum up the book as well. So, if you do not have time to read the entire book, this presentation gives a great starting point of the most important facts to remember.

I’d love to hear your feedback about this post and if the book helped you. Do you have any other books that have assisted you in your branding/marketing efforts?

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Baton Rouge native, Letrece Griffin, lights up every room she enters. With a flair for high fashion, bright colors, a golden smile, and a positive attitude, Griffin offers a welcoming sense of genuine openness and experience beyond her years. She is a mentor, a writer of many trades, and a marketing and branding expert who serves in a variety of roles, including a few independent ventures, passion projects, contracts, and a full-time career in marketing. She is currently the Chief of Communications & Family Engagement for the East Baton Rouge Parish School System where she leads a team that produces all district-wide marketing collateral, events, and community engagement efforts.

Griffin also previously served as the Marketing Specialist for the extremely popular Knock Knock Children’s Museum, where she was responsible for day-to-day operations, including developing and increasing awareness about programming, creative content, and managing an internship program for which she is lauded as bringing to the museum. A child at heart, she is also a part of the reason why adults have the special opportunity to attend the museum childfree and play during Grown-ups at Play – an idea she wholeheartedly supports and expertly markets to sell-out runs each time. Her innovative ideas, ability to dream big, and work hard have all been attributed to the museum’s continued success.

She also flexes her media muscle as an Executive Producer for Melanin3 Media. In this work, she has produced the documentaries “Shades of Her: A Commentary on Colorism” and “The Side Effect: The Kirt Thibodeaux Story,” as well as music videos for PJ Morton and Michael Dixon. She has secured shooting locations, cast, dancers, interviewees, makeup artists, wardrobe specialists, set production/filming schedule, and hosted relevant events to complement projects, such as a run of free screenings and discussion groups for “Shades of Her,” throughout East Baton Rouge Parish libraries. She has also worked for the past three years as the Director of Operations for the IRAA Awards – a Baton Rouge-based awards ceremony weekend set to honor independent gospel artists. She also lends her services as the social media and marketing consultant for Southern University’s Human Jukebox.

But Griffin’s work doesn’t stop there. In her spare time, she is a creative mastermind seeking to change the world one market at a time. She has certainly exceeded some pretty lofty goals and collected lots of accolades in the process. She has been featured in a variety of publications highlighting her work as an independent marketing and branding consultant and author, including [225], Greater Baton Rouge Business Report, and The Rouge Collection. She has been an honoree, both nationally and locally, of several noteworthy awards, including Women Doing It Big (2022, Newark, NJ), Greater Baton Rouge Business Report 40 Under 40 (2019, Baton Rouge, LA), Woman of Wonder (2019, Houston, TX), which celebrates women in the southern region who excel in their respective fields; Baton Rouge Black Professionals 40 Under 40 (2015, Baton Rouge); Top Branding Experts on Twitter (2014, EC Branding); and Manager of the Year (2013, One Accord DJ Alliance), among countless other honors.

She is a member of Delta Sigma Theta Sorority, Inc., in which she has served as a Regional Leadership Team Member, Journalist for the Southwest Region, and volunteers through the sorority’s many community efforts that advocate for mentorship, health and wellness, and social activism. Griffin is also a charter member of The National Coalition of 100 Black Women, Inc. – Metropolitan Baton Rouge Chapter, in which she served as Director of Publicity and Communications from 2016 to 2018. She has volunteered extensively in the civic organization’s community efforts, including hurricane relief, and mentoring through the BR Grow Girls initiative – which was recognized by Essence Magazine in the summer of 2019. Outside of organizational volunteer work, Griffin has given of herself to Outstanding Mature Girlz – also recognized by Essence Magazine this past summer – where she has facilitated workshops on self-esteem and youth entrepreneurship at the program’s annual conference. Griffin’s other outreach efforts include assisting communities with food insecurity through Top Box Foods, venue and participant coordination for a concert to benefit It Takes a Village, and hosting a women’s entrepreneur showcase for The Write Philosofher.

Griffin holds a Bachelor of Arts degree in Mass Communication from Loyola University and a Master of Science degree in Entertainment Business from Full Sail University. And while she is one busy woman, she always makes time to continue working towards the things she loves, which includes sharing her knowledge and experiences to help grow a giving and learning community. She is the author of two books, “The Write Way: A 21-Day Interactive Journey to Self-Love and Awareness” (2017) and “The G Code: 15 Keys to Successful Marketing & Branding” (2019), and one workbook, “The G Code Glow-Up: A Marketing & Branding Workbook” (2020). Her writing has been awarded both internationally and locally. Griffin’s “G Code” book series was acknowledged as a 2022 Book Fest Award winner and 2020 International Book Award finalist. She was also recognized as BR Parent Magazine’s 2020 Favorite Local Author. Griffin is excited to experience continued growth, leadership training, opportunities, and invaluable experiences that she can extend to others.