Level Up Your Brand Power - with The 8 C’s of Enduring Power


As Shakespeare famously wrote, “What's in a name? That which we call a rose by any other name would smell as sweet.” This, from Romeo and Juliet, is about the fact that names mean what we make them mean, as they did for the Montagues and Capulets. 

So, what is a brand name anyway? Who decides the strength of a brand -- the consumer or the company founder? And how can you improve the strength of your own brand? 

Let’s break it down.


As language evolves and perspective widens, I often start with definitions. If you look up “brand” in Webster's dictionary online, you’ll see a variety of definitions from charred wood and a mark made with a hot iron to the more classic definition: “a class of goods identified by name as the product of a single firm or manufacturer.”

But a brand is more than a product, a logo or an image that’s created. It’s an experience. In fact, if the brand is your business, the brand is the experience of you. And it’s those you influence to operate as the brand.


One brand and marketing contributor on Forbes distinguishes between “brand name” being the name of a product or service, and “brand” as the perception customers have about that product or service.

So I say, it's a co-creative process led by the entrepreneur and founder.  As the experience of you, your brand is created by your character, personality, decisions, actions, and purpose (to name a few). You influence that experience. When your customers and clients experience your brand, they contribute to it with their reviews and word-of-mouth referrals. 

When I asked the company founder of Simplero.com, Calvin Correli, about how to be successful with sales (a.k.a. persuasion) he said, “Brand, brand, brand.” The success of your sales and therefore business rely on your brand strength.


These days, you are your brand. There is no separation. So, who are you being? How do you show up? Building your brand involves working on creating your future self and the social wealth you desire.      

That’s why I’ve created the 8 C’s of Enduring Power to help business owners and entrepreneurs master the art of influence. When you implement it intentionally, in a systematic way, you build your influence, your power and yes, your brand.

The 8 C’s are broken down into 3 levels: Individual/Internal, Individual/External and Team/External. Here’s an overview:

INDIVIDUAL Level: Internal 

  1. CLARITY: Key concepts include integrity, authenticity, and clarity of purpose. What’s your purpose and is it aligned with your character?
  2. CHOICE: Elevate your power, build self-efficacy. Get intentional with words and actions. Language has power, does your brand have a language?
  3. COURAGE: To elevate performance you need to lean into fear, which means you plan for play/adventure. Are you using risk to your advantage?


  1. CREATIVITY: Find your flow state. Write to express your "why" story. Why do you do the work you do? Are you sharing that story with your circle of influence?
  2. COMPETENCE: Skill building comes with focus and practice. What’s your deliberate practice for productivity?

TEAM: External

  1. CONNECTION: Build trust with true connection. How will people identify with your cause? Are you expressing empathy and respect?
  2. COMMUNITY: Mastering interdependence is the highest level of effectiveness. Are you being heard? Have you created a sense of belonging in your business?
  3. CONTRIBUTION: Plan a legacy of impact. You have the power to influence. Are those in your community united in supporting a cause?   

If you’d like to strengthen the power of your brand and business then you may be a candidate for the 90-day program UpLevel Your Influence. First step: set up a free hour with me and we'll see if you're a fit.  


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