Sun Tzu is considered by many the greatest of Eastern Military strategists. He wrote “The Art of War” a sort of strategy handbook for those that served after him as General. The “Art of War” has been applied to everything from management to dating. Few people realize that Art of War was actually written about branding and not warfare. I am going to take 8 badly translated quotes from the “Art of War” and reveal their true meaning just for you.
“The art of war is of vital importance to the State.”
translated: “The discipline of branding is of vital importance to the company.” Branding is vital to your company’s life. Without it there is ample busyness but little progress.
“Victorious warriors win first and then go to war, while defeated warriors go to war first and then seek to win”
translated: “Victorious entrepreneurs brand first and then go to market the company, while defeated entrepreneurs go to market the company first and then seek a brand”. Brand strategy is a planned, measured and successful playbook for your company long before the first marketing campaign. Victorious entrepreneurs see the branding success before they first click send.
“Even the finest sword plunged into salt water will eventually rust”
translation: “Even the finest logo plunged into a file cabinet will eventually be forgotten”. If you don’t employ your identity with an effective strategy, it will be eaten away and destroyed by good intensions and inaction.
“To know your Enemy, you must become your Enemy.”
translation: “To know your customer, you must become your customer.” To really know what our customers think, feel, want and need, we must become them. That task sounds easy, rest assured, you are NOT your customer.
“Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.”
translation: “Planning without action is the slowest route to profit. Action without planning is the noise before failure.” Plan, plan, plan, then act with force. There is no better route to success.
“Treat your men as you would your own beloved sons. And they will follow you into the deepest valley.”
translation: “Treat your customers as you would your own children. And they will forgive your worst mistakes.” When your customers feel as though they are getting special treatment, they will be eager to forgive a late shipment, or wrong order. Admit your mistakes, then make them right, your customers will praise you for it.
“So in war, the way is to avoid what is strong, and strike at what is weak.”
translation: “So in Branding, the way is to avoid the competition’s strength, and capitalize on what is weak.” Avis couldn’t compete with #1 Hertz so they employed the “we try harder” campaign and capitalized on being second. Find where you excel and your competition is weak and that is where your victories await you.
“The greatest victory is that which requires no battle.”
translation: “The greatest brand is that which requires no marketing.” It is far cheaper and easier to keep the clients you already have than to market to new customers. Start with people that know you first, then start reaching new customers.
Contrary to popular belief, there is great strategy behind your brand. Some of the greatest strategists of history wrote about branding victories and the tactics of reaching customers with your message.
Very few know of Sun Tzu’s branding prowess or my ability to translate ancient Chinese.
