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3 Practices to Forge an Authoritative and Global Brand

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All startups have the desire to impact the world in obvious or
even subtle ways. However, that doesn't happen just overnight. Building an
influential and authoritative brand takes hard work, perseverance, and a
tireless and deft personal touch that will eventually propel your brand to
global ubiquity. Sometimes, the practices that you have to employ will even be
somewhat counter-intuitive. Here are some things - small and big - that you can
do to ensure your brand becomes the authority in whatever industry you work in.
1) It Takes a Village
- Collaborate.
Your first instinct as a small business or startup is to
make sure you get a leg-up on the competition. However, that's the very same
practice that pushed the American economy into a downward spiral back in 2008.
However, what most people don't immediately recognize is that although ideas
between 'competitors' may be the same - the execution is different. You don't
own the idea, you own the execution. A lot of seeding and networking is
required before your brand can grow so don't be afraid to plant those seeds! Promote
the good news of your so-called 'competitors' and turn them into your partners.
The more partners you gather, the more of a force you'll become. With the help
of your partners, you'll be able to define the progress of your community and
2) Forge a Diverse
and Broad Community - The Innovation Potluck
Just because your brand might occupy a high tech or biotech
niche doesn't mean you shouldn't be talking to someone who exists in the space
of fashion or design. Bump and connect to as many people as you can for
everyone is limited and they have only so much ability and talent. The more
people around you with different things to bring to the table. The more
diversity in thought, background, and talent that you can acquire makes you all
the more likely to succeed in making massive impact. The most enduring brands
in the world are created thanks to cross-collaboration across vast swathes of
industries, backgrounds, personality-types, and mindsets. Almost all of your
problems can be solved by other people. You have to share what your problems
are and people will help you. Remember, you own the execution, not the idea.
3) Be Failure
Tolerant and Never Assume Success
Sometimes even an idea with the best of intentions can crack
under the pressure of circumstance. Never be afraid to let a project fail.
Positions of discomfort always leads to the most compelling takeaways that will
enable you to find success on a different iteration of your venture. One method
to minimize this potential failure is to never assume success. Operate under
the assumption that the only value you will derive from your project is the
actual act of doing it. Therefore, find something that you're deeply passionate
about because if you're working on something that you don't care about it's
going to be easy to become complacent and actually let it fail without thinking
of some method to save it.
These three key practices lead to collaborative thinking. A
kind of thinking that scales up the growth of your brand exponentially.
Although initial growth may be slow and steady, it is only by forging an
innovative community that you can embed your brand in a deeper and more
meaningful narrative that can deliver huge impact.
Like this topic?
Attend BEI Back End of Innovation 2014 in Las Vegas, NV in October! Learn more
about the event here:  http://bit.ly/1o4Dv78
About the Author:
Jibran Malek is a Marketing Manager at MassChallenge
the world's largest startup accelerator and the first to support high'impact, early'stage 
entrepreneurs with no strings attached.

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