Page 121 - Midas Touch

The problem was that he was terrible at it, and he looked sick and unhappy.
I’m known for being direct, and I finally told him he looked like a loser.
Tough words, but I cared about him. I asked him what he liked doing, and
he mentioned that he liked taking care of the greens at his golf club. I

mentioned golf as a business option. Eventually, he went into it, became
successful, and ultimately very healthy and happy.

Once I was several hours late flying in for a speech due to unforeseen
events. Once we landed, I had to have a police escort get us through the
heavy traffic and the rain. We made it an adventure for the very patient
audience of several thousand people by keeping them informed of the
seemingly never-ending delays. I was traveling with a crew from The

Apprentice that was filming the trip and event, so the audience felt part of
a reality show that was obviously and certainly unscripted. When I finally
arrived, they announced that “Donald Trump has entered the building,”
and there was a sense of celebration, not dismay, at the long delay.
Everyone had a great time. My brand, my name, allowed me even to be
excused for being late! It turned a very negative situation for both me and
the people who invited me into a positive. That’s powerful.

I think representing your own brand yourself is the best way to go. No one
knows your product or brand as well as you do. If you can’t sell it, who
will? You should be capable of representing your own brand in your daily
life, as well as in presentations. That’s a clue to an airtight brand right
there. Entrepreneurs who want to succeed need to know how to be
persuasive. The enthusiasm has to be there and it has to be genuine. If
you’re not comfortable presenting the brand yourself, then find someone

who personifies how you want your brand to be perceived.

Image is important and speaks more than the words or fine print that goes
along with the product. Think of word association when you say a brand,
and the word association will actually become an image if you’ve
executed the branding process well. Aim for instant recognition. The name
should be able to say it all if the brand has been thoughtfully and correctly

established. For example, say “Chanel” and the image will precede any
words, as will “Gucci.” And “Trump.”

This is when your brand starts working for you. Ultimately, to say a name
and have it work as an instant advertisement or visual is your brand at