Just the other day I read a quote by Ralph Waldo Emerson: ”Who you are speaks so loudly I can’t hear what you’re saying.” I love this quote because it is so appropriate to marketing. It reminds me of the brand truth that if you don’t brand yourself, other people will.
Too often I see people struggling to find the right words to describe who they are as a brand and it becomes a barrier – rather than a bridge. The problem is that we dive into the subject matter as the expert and very soon people’s eyes glaze over. You must find the connection between you and them. What is it they are looking for (the problem)? And what is it you are offering (the solution)?
Wally Ollins says in his book On Brand that we create our brands in our image (our identity) but it should also be in the image of the village (your brand community). It is the connection between you and the people who belong to your brand that makes the difference. So every now and then you need to step outside and look back in – to strengthen who you are.
Have you thought about how other people may see you? Are you communicating your brand solution with ease? I thought this month for some fun I could set you a little creative task to see if you come up with any new ideas, so grab a piece of paper and a pen.
QUICK TIP – FIND THE CONNECTION:
1 Imagine that you are one of your ideal customers. Describe them. Who are they? What do they look like? What do you know about them?
2 Imagine they are in contact with your brand. Where are they? Are they on your website? In your shop? Meeting you or your brand for the first time? What do they see? People make a lot of assumptions from first impressions.
3 What is it that they want? What are they looking for – and what are they really looking for? How can you give it to them?
4 What turns them off? And what turns them on?
Sometimes just looking at these questions from another direction can provide you with insight to your brand solution, it can be the very first step over the bridge.
Bridges are symbolic of the transition from one side to another. Bridges can be a journey or a passage, or a crossing over. Bridges can even represent an initiation or a joining – it could very well be an entry point to a new land.
Spread the word.
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