Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the life of the greatest fighter pilot to ever fly, Germany's Erich Hartmann. During WWII, Hartmann recorded 352 confirmed in-flight victories. To put it into perspective, very few American fighter pilots reached 100 in-flight victories. Simply put, Erich Hartmann reached levels of greatness most fighter pilots can only dream about.

Would you like your business to achieve such levels of greatness? A common way to learn from the success of others is to look at what they did and adapt it to your situation. Here are two ways Hartmann reached success, use them to turn your company's brand into a Blond Knight.

1) Know Your Enemy: "If you are unable to beat your enemy at his own game, it is nearly always better to adopt some striking variant." - Winston Churchill (intro to Chapter 4 of The Blond Knight of Germany.)

Hartmann's Use: He created a Pilot's Handbook of Enemy Strength that outlined all of the planes his enemies flew. It detailed the strengths and weaknesses and the best approaches in defeating them. He was rarely surprised by what the enemy was capable of doing.

Your Use: Don't depend on your personality and hard work to propel your brand beyond the competition. Learn all you can about your products, your field, your competition, future competition, etc. Find out what you are up against and plan your strategy accordingly. Having a good idea, being honest, and providing "great customer service" are not guarantees to the success of your brand. Knowing your enemy's strengths/weaknesses and how you honestly match up against them (and acting on this knowledge) is the greatest insurance for your brand's success.

2) Be First: "If you can't be first, create a category in which you can be." - Al Ries & Jack Trout

Hartmann's Use: Erich Hartmann said it best, "The pilot who sees the other first already has half the victory." Playing catch up is not a fun position when you are thousands of feet in the air.

Your Use: Catch up also is not fun when thousands of your dollars are at stake. Avoid playing catch up by creating a new category. Even the slightest difference in focus can establish you as a category leader - instead of another brand in an overcrowded category. Dell computers built their brand on selling direct to the consumer. Started in 1984 by a college student (soon-to-be a college drop-out,) Dell computers currently ranks as the leader in most computer manufacturer categories across the globe. Competitors such as IBM and HP have now tried to offer consumer-direct service. However, Dell was first in the category and it appears they will stay that way.

Erich Hartmann used a one-two punch combination of Know Your Enemy and Be First to become the best fighter pilot in history - The Blond Knight. You can use the approach to help build your brand. Performed with confidence, this combination is sure to grow your business. Meaning: more customers, more profits, more enjoyment - that proves it, blonds (blond brands that is) do have more fun!

Kevin Kearns is a small business branding coach. He holds a Master of Science degree in Organization Development and is a member of the Coachville Graduate School of Coaching. With a mixture of hands-on experience, research, and fun, Kevin helps you become the only choice for your customers. Visit wsletter.html to join The Branding Bunch - a community made of small business owners that want to grow their business the easy way.

Your Small Business Name -- Important?

You bet a name is important. Many small business owners try to come up with... Read More

Blonds Have More Fun!

In the book, The Blond Knight of Germany, American authors Toliver and Constable detail the... Read More

Branding: What Not to Do

Here's a little story about what not to do as you carve out a name... Read More

Im Just Starting, Why Do I Need a Logo Design?

Businesses eager to open often give little thought to their identity. With so much to... Read More

Brand Strategy - Brand Value - Brand Identity Guru

Developing brand strategy is extremely critical. The most important asset your company has is its... Read More

A good logo vs. a FABULOUS logo

If you had a choice, which one would you choose, a good logo or a... Read More

How A Crazy Branding Stunt Can Bring Results For Years

As a beginner, you would be forgiven for thinking that marketing is simply advertising... Read More

12 Ways to Reduce Postage

1. Never send a letter that weighs less than 30 gms. Five size8-1/2x11 circulars can... Read More

Strategic Moves In The Branding Gamble!

The so called 'globalisation' has cluttered the world markets with so many products and services... Read More

Great Brands Depend On Attention To The Brand Architecture

Do you have the architecture in place to make sure each and every brand contact... Read More

Brand Value Plan - Brand Identity Guru

Developing brand value is critical to every organization and when professionally executed, delivers a clear... Read More

Branding On The Web Is Like Mining For Fools Gold

I am sick and tired of marketing geeks touting the beauty of branding, brand... Read More

Intelligent Design comes from Brand & Account Planners

I've been reminded recently, rather forcefully, that not all reality hackers are anti-neoconservatives. Bush endorses... Read More

Brand Equity - Brand Identity Guru

7 Qualities Of A Strong Brand:1. Commands premium pricing while retaining loyalty2. Shortens the sales... Read More

Is It Legal? - Indecent Naming With Tradition

When Mitsubishi launched a new car with the name "Pajero" on the Spanish market, it... Read More

Profitable Partnering

Become your customers top-of-mind choice.Some of these snapshots of real life SmartPartnership success stories can... Read More

The Face of Your Business, Part I

When we initially started our businesses, we had to decide how we were going to... Read More

Your Identity Speaks Loudly...What Are You Saying?

Your corporate identity is a graphic expression of who you are as an organization. It... Read More

Extreme Makeover ? Small Business Edition

Have you ever watched one of those home makeover shows? You know the scenario. The... Read More

Boston Brand Building - Brand Identity Guru

"Make no little plans, they have no magic to stir your blood... MAKE BIG PLANS.... Read More

Effective Public Relations Essential for Personal Branding

Move over pop star "Posh Spice" Adams and English soccer... Read More

A Lesson in Branding from Paris Hilton

I have never been a fan of Paris Hilton.I see her parading around in her... Read More

You Bored Me at Hello - Top Three Strategies for Networking Your Brand

"You had me at hello," those famous words from the movie Jerry McGuire let Tom... Read More

Getting Started in the Mail Order Business. How Much Does It Cost?

INTRODUCTION To get any business started successfully takes many ingredients. All requirements fall into one... Read More

FTC Reviews The Franchise Rule

After more than a decade since the last attempt to update the 1970's Franchise Rule... Read More

McDonalds Supply Chain of Potatoes

McDonald's buys its potatoes from corporate farmers in Idaho not the commodities market; therefore it... Read More

How Will Your Visitors Remember You And Your Business? Brand Yourself From The Crowd...

Big and Yellow 'M' reminds you McDonalds... 'DELL' with oblique E reminds you famous 'Dell'... Read More

Hiring the Right Graphic Designer for Your Small Business

Every small business needs it, but not many have it. I am not talking about... Read More

Logo Design Tips

Logos can be described as visual icons that provide a unique identification element to a... Read More

Planning Ahead With Your Designer: Tips For Design Consistency With Your Logo And Brand Elements

While we recommend that you contract with the same designer or design team while creating... Read More

The Very Basics of Design

Design is a very subjective thing, therefore, if you ask me how to come up... Read More

Branding Services - Brand Identity Guru

Branding Services is a tactic that marketing executives and managers should not only understand,... Read More

Branding Advertising Agency

Branding used to be a fancy business word, but it is becoming more and more... Read More

Brand Identity - Corporate Identity and Brand Value

Companies work hard building the strength of their brands - it is critical to the... Read More

How Important it is to have a Professional Logo Design for your Business?

There are a lot of things that contribute towards the success of a business. Having... Read More

Build Brand Identity - Brand Identity Guru

Successful Guru marketers have a secret weapon that they use every single time they communicate... Read More

Living Your Brand on the Web - Part 2

Now that everyone has conformed to Living Your Brand on the Web, Part 1, it's... Read More

Positioning and Branding - Brand Identity Guru

Where is your brand positioned in the marketplace? How is it perceived, both positively and... Read More

Measuring Return On Investment

...or Is My Brand Working?To measure the impact and effectiveness of marketing and branding... Read More

Id Buy That: Getting A Brand Mindset

Feel that? The crisp tingle in the air? It's fall. Fall ushers in the promise... Read More

Setting the Right Price

One of the ways people get to know you is by the identity you project.... Read More

Brand Lo-o-o-o-o-ve...

So... how have you been building your brand lately?Now, I'm writing this in my best... Read More

Power Your Word for Profit

Discovering and owning a powerful word that reflects you and your business is the true... Read More

Branding Yourself To Increased Profitability

Successful Realtors know the importance of branding their identities into the consciousness of the communities... Read More

Trademark Your Business ? Lessons Learned

Small business owners learn many lessons the hard way - through the school of hard... Read More

Brand Equity Building - Measuring Brand Value

Measuring brand equity allows a company to establish a baseline and track changes in its... Read More

Branding: All My Exs Live In... senses. I know, you were thinking 'Texas'. Well, if they do live in Texas,... Read More

Shattering the Branding Myths

If you've been online long, you're sure to have seen many "gurus" give their ideas... Read More

Go Ask Alice

One of fiction's finest marketing minds, The Cheshire Cat, once told Alice in Wonderland... Read More

Boston Web Design Branding - Brand Identity Guru

A branding company's website purpose is to design websites that will attract attention, give a... Read More