So many kids these days seem to look elsewhere for fun and excitement. You know what I’m talking about: all those Xbox’s, PlayStations, movies and so many other things, not to mention all the false heroes.

Alone time is considered “boring.” It seems kids just aren’t comfortable in their own skins these days, constantly looking outward for stimulation and gratification. Little time is spent with only themselves, creating the quietness conducive for introspection and true creativity.

When my children were young, I took advantage of the time I had with them before they would be old enough to protest. I knew those days wouldn’t last forever… when they were a lot more open to my way of doing things, instead of everything being “me, me, me.” I thought if I “brainwashed” them young, they’d be good to go when the teen years hit.

Well…

The teenage years hit… and I only met that hunch with limited success. But my wife and I did do a few things right and I think our kids are the better for it. One of the things I always made sure of, was that we look at things together — I mean, really LOOK! I exposed them to beautiful design, wonderful storybooks and “adventure” drives where we would make our fun as we went, being open to serendipity and continuously pointing out everything along the way.

It is also important to nurture dreaming and the imagination — we would make up your own stories together, especially at bedtime beneath the glow-in-the-dark stars covering their bedroom ceilings. Holidays are another great opportunity to dream. For Halloween, we would invent costume ideas and do sketches to plan the pumpkins we would carve later. Everything should be part of the creative/learning process. Even a breakfast with Cheerios was turned into a game. There are so many ways to nurture creativity in kids and a dozen of them are discussed in this other post I contributed to, 12 Most Loving Ways to Spark Creativity in your Child.

Once kids truly show an interest in something, I think it’s extremely important to go with their passions. Rather than dictating what they should like, or pushing certain talents we think they possess but they show no interest in, it is much better to nurture what they naturally gravitate towards instead. And then feed those interests by always having the supplies they need at the ready, from simply having enough drawing paper available to buying the right creative software that fulfills their needs. 

Fight the good fight

Although we can’t determine what it is exactly our kids will show an affinity for, we can still influence them. And while it may be a thankless job many times, I believe our kids are better off in the long run for the encouragement we provide, enabling them to follow their passions. It is the way to a rich, enjoyable life and offers a myriad of alternatives to the ready-made ways of having fun that are always so prevalent. Forming this foundation for creative thinking is important to establish early on, so children grow up with a creative outlook where possibilities are endless. It can even alter the brain itself as the post, Pondering: Brain Overload, discusses so nicely.

There is plenty of time for the world to try and put its own restrictions on things. Most schools do little to encourage individualism and place limits on it by a one-size-fits-all mentality that does little to foster creativity in our children. Companies do the same, where toting the corporate line and appeasing one’s bosses largely keeps the boat from being rocked and provides the best chance for a good review.

But our leaders of tomorrow will be those who see things differently, for innovation never comes from the status quo. Successful companies will depend on them. So will whole societies and the world at large. Bigger populations fighting for a smaller piece of turf will naturally increase competition substantially — successfully navigating this and coming out on top will require even more crafty ways of doing things a little differently and a notch above everybody else. Likewise, the many challenges we face in the world will increasingly require inspired thinking to get us out of trouble. It all begins by raising creative children.

Why is nurturing the creative spirit important to you? I’d love to see what you have to say in the comments section below!

Many brands are caterpillars, lounging and crawling along without a clear message and without direction. But realizing this is just the first step to progress, next comes the cocoon stage in which dreams begin to be shaped into something palpable — a dynamic brand that commands attention.

The planning phase sets the stage for your brand, supporting its evolution into a butterfly. Once your brand’s core message is in place and your unique story is defined; once you determine exactly whom you want to engage and what you want to accomplish: it’s time to spread those wings and fly!

Many brands fall short and fail to execute properly. Don’t skimp on these final steps — refine your image and turn it into a dynamic brand force! A carefully-executed, smart design will polish your brand and give your message the professionalism and oomph it needs to make one clear, powerful statement. A well-crafted brand takes everything you are and distills it into one succinct, compelling message that is packaged in a way that slices right through today’s busy, noisy world.

Consistently used throughout all of your media touch points, both online and offline, your fully-evolved brand will speak with the same, unified voice no matter where it appears. The hard work of your brand evolution pays off in its authenticity, it’s clarity of message, its focused strategy and its intelligent design that is both appropriate for your audience and packs a punch.

But remember: your brand cannot forego visual impact! So much more than trite decoration, it is what delivers your message and gets your brand noticed. Strategy and message alone won’t cut it — a strong brand will unify both for an effective, integrated program in both traditional and new media.

Just like the most wonderful of butterflies, your brand needs to soar and captivate its audience. The wind beneath its wings is your carefully crafted brand message that comes only from determining who you truly are and what you really want.

Design built upon strategy: the secret sauce to becoming a beautiful butterfly and for realizing your full business potential. Now fly!

This post first appeared in Business 2 Community.

Once your brand has passed the caterpillar stage of being stuck and it’s not sure of the best way forward, it is time for some serious evolution! This begins by defining your core values.

Take the time to assess, evaluate and examine the unique elements of your brand that will transform it into a beautiful butterfly. There is no rushing and skipping the cocoon phase. Think and reflect — what makes you and your business special? Try to go beyond the obvious to get to “a new obvious”. Ask others what they think and listen to what they have to say. The answers may surprise and even enlighten you.

Perhaps using self-evaluation tools will help get to the root of who you are and what you do. No doubt, this is not always an easy process. We become so used to who we think we are and what we think we do, that it can be difficult to see past these preconceived notions. But soar beyond the obvious you must, because that is where the sizzle is that will set your brand apart from the rest.

Shape a dream into a reality by defining clear goals. After allowing the proper time for self-reflection and determining the best, unique you, make sure that your goals are realistic and sustainable. Be clear and defined. Don’t let things just happen anymore and don’t be fuzzy — that’s for caterpillars! Let the spark and sizzle of your ideas inspire and invigorate your brand. Take charge now and make it happen!

Honing your core values and unique story into a sharp, clear, concise message will take you to that next level of brand evolution and growth. No more waiting on a branch searching for that next leaf to eat! Plan your metamorphosis into a dynamic brand by:

•  Defining your core values
•  Finessing a dream
•  Creating your message

Next? Become a butterfly.

Stuck. This is the caterpillar — slow, fuzzy and… stuck! As in a crawling-around-a-branch-all-day kind of stuck. Let’s face it… being a caterpillar is not very exciting. It also won’t create the awareness you need for your brand or business.

So, how does one get unstuck and evolve past this sorry state?

First, stop for a second. Listen and focus. All the answers are there. You may think you are just another typical business owner with just another product or service to offer just like everybody else, but that will never bring the attention you crave. Why would it? You are thinking just like everybody else!

Think: what is it you are really offering people? Is it financial security so that people can buy that vacation home or start that pipe dream of a business? Is it beauty so that people can feel secure and be who they really are, allowing them to be the best they can be? Or is it a series of seminars, thereby imparting knowledge and maybe even inspiring others to achieve new things they didn’t know how to do before they met you?

Discovering who you truly are and the wonderful impact you have on the world, will give you all you need to craft a message that resonates and gets you out of the caterpillar stage. This will take time, effort and careful planning but everything worthwhile in life does. This is not the place to rush and go with something half-baked — don’t fall into the trap of doing something “good enough”, thinking that you will just change it down the road. That never works, because you will soon have so many materials and online pages that it will be a major inconvenience (and expense!) to change it all later. And you will be stuck with a brand image you can’t stand. Do it right the first time!

By the way, this is exciting! Don’t rush the process. This is the heart of your new brand and is where you lay the groundwork for all that comes later. Your powerful, new brand will focus all your business efforts like a laser beam exactly where they should be — on the target and with the clarity of message you need.

Before there is a brand, there is a spark; an idea; a twinkle in an eye somewhere. Capture and harness this, so your brand can zip out of the caterpillar stage and metamorphosis into a full-blown butterfly!

This post first appeared in Business 2 Community.

Attention spans are short. Do you know how long your brand has to hit your target audience? You have only a few seconds to make your first impression. “The addictive nature of web browsing can leave you with an attention span of nine seconds — the same as a goldfish,” said the BBC in this article.

“Even if a brand could reach everyone, it still can’t break through most of the time. People simply shut out a message by fast-forwarding or clicking to the next one”, says Sally Hogshead in her book “Fascinate”. Can you and your brand break through the short attention span of the people you are trying to reach?

Roger Ebert wrote a brilliant post on “The quest for frisson”, which is the French word for “a brief intense reaction, usually a feeling of excitement, recognition or terror”. This translates into online behavior as the need to “Like,” Plus One and Tweet away — searching for the next buzz.

It may be a challenge to capture your audience at warp speed but it is not impossible. To give yourself half a chance, your brand must be targeted and effective. In order for brands to be successful, they must be:

1. Sharp
Run-of-the-mill won’t cut it. Get rid of those old hand-me-downs and get stylish already! Remember: image is everything. Frumps need not apply.

2. Succinct
Get to the point and shed those extra words. There is no room for verbose fluff, and nobody will read that dense text anyway. So, make sure your most important points are seen loud and clear! Bonus points for making them memorable.

3. Quality
People recognize quality when they see it. Even if only subliminal, high quality is recognized and rewarded. Don’t be mediocre — strive to be the best!

4. Consistent
Brands must present a cohesive message and image, so each time somebody experiences the brand it correlates to the larger whole. The all too-frequent alternative is a disjointed, fractured image that fights itself. There is no difference between a brand with mixed messages and a competitor’s message — they both fight your own brand in the exact same way! There is no room for confusion in branding.

So, what is your brand's message? Can you summarize it in eight to nine seconds or are you missing the mark?

Want to check your attention span? Try this: Psychology Today Attention Span Test

Truly memorable brands, whether personal or business, sprout from their essence. Brands that resonate with people don’t just focus on the product or service they provide, but do something much more palpable: they dig down deep and find what makes them special, and by this we mean more than just their latest sales proposition.

Take a manicure salon for example — is it a business that trims cuticles and polishes nails or is it really more about making people feel good about themselves? What if this brand were to find that one thing that really makes it special: making people feel pampered. Obviously, this would make a far better emotional connection beyond the more ordinary promise of good personal care.

If you are an accountant, is it about how good you are at crunching numbers, or is it that you help people’s financial dreams come true, thereby changing lives? Which makes for a more interesting brand? Which message speaks to people and captures their attention? The more impact your message carries, the better your brand!

Speak to me

Remember, good branding speaks to people. This is as true for companies as it is for individuals. It is easier for businesses to forget this, of course, but there is a change in the air and the savvy business owner or CEO is getting with the program too, humanizing their brands as they increasingly listen to, engage and interact with their customers.

Who are you?

One way to go about defining you, and what your brand should be, is to think about the three things that exemplify your true essence or core. Then take these core brand values and weave them into your total branding message.

What things are as natural to you as breathing and are what make you uniquely YOU? What are your true talents and skills, and what impact might they have on the world? What have people complimented you on over the years? What has made you stand out?

Self-analysis can be a challenge, yet it is critical to brand creation. If you get stuck, you may also try asking close friends to share what they feel makes you the special package that is YOU. Define those elements you feel are most important in achieving your personal or business goals and those that best represent your brand. This is where your true interests and passions lie, and perhaps even intersect with a viable business idea.

What this process also does is guarantee that your brand will be an honest, organic realization of all you are and all you have worked towards. This is what makes great brands shine, but even more, it is also what will make you happiest as you pursue your dreams. Creating a brand for yourself or your business may seem daunting at first, but taking the time upfront to nurture and develop it gives your brand the best chance to grow into something original and long lasting.

Tell your story

If you are able to tie this all together into a captivating story, so much the better. This is what creates an irresistible brand and piques interest in your pursuits. People respond to heartfelt stories, so if you can demonstrate the genesis of how your brand came about and that it was through a natural evolution of who you are, then you could really be onto something special! It will then be more than just a business, and nothing short of the embodiment of your life’s work. Never forget that authenticity is key to any good brand — the goal is to reveal the most honest, real picture of you and/or your business to the world.

Package your brand

Once you have done the introspection required and honed in on what your brand should really be saying, then you need to take it to the next level. Listen closely, because this is where so many brands falter: you need to package your brand in the best, most effective way possible that expresses all that you are — one that speaks to your market, community, audience, or constituency and conveys your message loud and clear.

Through the smart, strategic use of design and sharp, concise language that gets your points across clearly and succinctly, you will be able to communicate what you or your business is about in a way that engages and brings people into what you have created. Utilizing good typography, color, imagery and other visual components, you will bring your brand to life in a way that either excites or achieves its impact by more subtle measures. 

Do it right the first time

One would be wise at this crucial step to go the extra mile and not cut corners, as so many brands mistakenly do. Make your brand image the most desirable, effective one it can be. Many make the mistake of either throwing something together quickly just to get something out, or trying to do it all themselves when an experienced professional would be the smarter course of action. 

Please don’t fall into the trap of doing something “good enough for now”, in hopes of redoing it later when resources are more plentiful. Many brands end up dissatisfied with their image but feel stuck, because they feel their logo and brand image already has vested equity and they will lose brand recognition. False starts can doom your brand, or at least become a costly redesign later. 

Plan, budget and leave the proper time to get it right upfront. The old adage holds true: you only get one chance to make a first impression. 

Well-nurtured, shiny apples stand out and taste the best!

Smart, cohesive branding that is coordinated with all your other marketing efforts and touch points from the beginning, will continuously reinforce itself, speaking with one powerful voice. In today’s busy, distracted, noisy world, it is the only way to ensure your brand has the best shot at being seen and heard. Integrated with your core, your true brand essence, you will have the makings of a brand that cannot be ignored. 

Be your brand! And shine. 

Striving for success. A worthy mission. But isn’t this just a nice spin on what we’re really trying to do — not achieving failure? Or at least avoiding mediocrity? Be honest — we’d simply rather talk about kicking ass than not having our ass kicked. It shows better form. Charlie Sheen says it’s about “winning” but I’ll bet his true ambition is far more modest: not self-destructing.

If we’re honest with ourselves, I think the true motivation for many of us is not falling short. It’s the reason most of us get out of bed in the morning. Sure, we say we’re ready to “face the day”, but isn’t it more about what we’ll face if we don’t? C’mon, be honest! Our need to “be positive” is so ingrained that it’s uncomfortable to consider that it could be anything else. It’s scary to think that fear of failure could be the true driving force.

We all know that our time here is limited, but we also know that having a deadline is a great motivator! We go to school, study, learn and work hard in our careers to make the most of the time we are given. When I stop to think about it, it’s why I try to make every design better than the last and why I played so hard during my tennis match this morning. It’s why I’m not just dashing off this post, but rewriting it several times to tighten it up and make sure it says what I want. I don’t want to suck! And I don’t want others to think I suck! That’s really what it’s about — I’m driven to do what it takes to ensure the opposite result of failure. Or just mediocrity, for that matter.

Aside from the things that are simply out of our control, we are the masters of our own destinies. Life is what you make of it. In life, in work, in business, this blog — you’re only as good as what you’ve done last.

In fact, I’m so afraid of sucking that I don’t suck. Or do I have this all ass-backwards?