I speak with clients all the time that are looking to work on their branding …which usually mans they are looking for a cool, flashy logo. As I begin to explain that they are the brand and that (like my tag line states) it’s about more than just pretty pictures, they begin to grasp the immense possibilities. Their story, their vision, why they are different and how they can make life better is what their audience wants to know. We start there. I start with telling their story.
Whether you are selling real estate, jumping into public speaking, sitting in waiting rooms for your next audition, or getting your new revolutionary gadget into every home in America…the question is simple. What makes you different?
Tom Peter’s article “The Brand Called You” is a great place to start.
You’re every bit as much a brand as Nike, Coke, Pepsi, or the Body Shop. To start thinking like your own favorite brand manager, ask yourself the same question the brand managers at Nike, Coke, Pepsi, or the Body Shop ask themselves: What is it that my product or service does that makes it different? Give yourself the traditional 15-words-or-less contest challenge. Take the time to write down your answer. And then take the time to read it. Several times.
If your answer wouldn’t light up the eyes of a prospective client or command a vote of confidence from a satisfied past client, or — worst of all — if it doesn’t grab you, then you’ve got a big problem. It’s time to give some serious thought and even more serious effort to imagining and developing yourself as a brand.” Tom Peters / FastCompany.com