Branding and capital creation

Third of three workshops yesterday and another large room (90 people) in Farnham, Surrey.
I was chatting about the power of branding in modern-day consumerism – and suddenly realised I am a walking brand advert:

  1. Armani t-shirt;
  2. Hugo Boss trousers;
  3. Paul Smith underwear;
  4. Prada shoes;
  5. Oakley watch.

I cannot remember where I bought my socks!
And, of course, as far as The Dental Business School is concerned – I am the brand!
Discussing this with a client, he remarked, “there is nobody who could present these workshops the way that you do – that’s the problem with selling charisma.”
How true – The Dental Business School is built around my personal charisma – a gift in that I enjoy my work and get results for my clients but a curse in that I have to “do” all the coaching.
Consequently (as I have said here before), my business can never have a significant capital value – just as a dental practice is rarely worth much as an asset.
My clients and I both create cash cows but do not create capital.
So later (in the bar) we were discussing how you build capital if you are the brand?
The answer (think of a solo recording artist) is to create consumables and enjoy sales and/or royalties.
Watch this space.


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Chris Barrow

Chris Barrow has been active as a consultant, trainer and coach to the UK dental profession for over 20 years. As a writer, his blog enjoys a strong following and he is a regular contributor to the dental press. Naturally direct, assertive and determined, he has the ability to reach conclusions quickly, as well as the sharp reflexes and lightness of touch to innovate, change tack and push boundaries. In 2014 he appeared as a “castaway” in the first season of the popular reality TV show “The Island with Bear Grylls”. His main professional focus is as Coach Barrow, providing coaching and mentorship to independent dentistry.