Monthly Archives: March 2025

If you want to grow your trademark, you’ve got to come to terms with your own power.

Power for the most part is a misunderstood term and a largely misrepresented capability. What I’m talking about is a different kind of power than what we usually refer to. It’s not ‘ladder power,’ as in who is best at climbing over co-workers nor is it ‘who has the biggest office by five square centimetres power’ or for that matter, ‘who has the most impressive title power.’

It’s what I call influence power. It’s being known for making the most significant contribution in your particular area. Think of it as reputational power.

For example, if you were an academic, it would be measured by the number of times your publications were cited by other people. If you were a consultant, it would be measured by the number of industry leaders who describe you as their leading ‘go to’ person and whose number features prominently in their phone book.

Gaining and using power intelligently and responsibly are essential skills for growing your trademark. One of the things that draws us to certain trademarks is the power they project.

Quite frankly, you want to be associated with strong, powerful trademarks. Why? Because these trademarks have a certain charisma that generates a halo effect that rubs off on you.

When we communicate our trademark through words and actions, we will naturally attract those who support it. The more you authentically live your trademark, the more those around you will be the people who respect and support your actions.

Most important of all, remember that power is largely a matter of perception. If you want people to see you as a powerful trademark, act like a credible leader. When you’re thinking like trademark ‘You’ you don’t need an organisational chart authority to be a leader.

The fact is you are a leader. You’re leading ‘You!’