Before the Super Bowl, there was and continues to be a lot of talk, within the marketing industry, regarding what consumers want most from brands in 2015. An eye-catching statistic that came out of a study done by Cohn & Wolfe, a public relations firm, said the number one quality consumers want in a brand in 2015 is honesty. More specifically, consumers want transparency and communication of a brand’s services and products. There are multiple ways brands can achieve this. One is through communicating real time availability and developments of their brand online. Another is creating advertisements or online content with a more humanistic approach. Toyota homed in on this approach with their Super Bowl spot “My Bold Dad,” as well as McDonald's “Pay with Lovin” campaign.
To take this concept a step further, if consumers are looking for companies to illustrate greater honesty in their brands online and on television, why should our individual selves be any different? Management guru Tom Peters wrote an article in 1997 called “The Brand Called You.” Peters explains in the article the core values that make big brands such as Nike and Starbucks stand out can be applied to individuals, in order to obtain individuality and uniqueness. In the next couple of paragraphs, I will lead you through how to create a profile of Your Own Brand by establishing a slogan, brainstorming your value added services, and demonstrating consistency in your brand.
Creating a Slogan
Creating your own brand starts with a simple outline. Spend a good 10 minutes, without stopping, and write down what you think your individual slogan would be. Here’s an example. There are thousands of personal trainers in the United States. Each one promises to get you into better shape. If you break down the core of what getting in better shape means to a customer, the stronger message will be: Working towards a healthier you or Enjoy more of your life with fitness, and for the more risqué version, Working out makes you look sexy. When you get to the core meaning of what your own brand's overall message is, you will have an easier time selling yourself. In thinking of my own slogan, Expression Understood, I wanted to convey and honor the fact companies and people express themselves very differently. My mission is to help individuals and companies to realize and mold that expression into words that speak volumes about their own businesses, to the magical point where they can’t differentiate between the voice I have created and their own narrative.
Establishing Your Services
No matter if you run your own business or you’re a part of a bigger company, it’s important to establish what skills you bring to the table. Skills can come in two forms, one being tangible and the other intangible. Let's say you are a manufacturing engineer and you install electronic equipment for wealthy clientele. What those particular people are looking for isn’t just a regular Joe to do the job and leave, no, they want someone with attention to detail, who is reliable and has already taken into consideration all the necessities the client has mentioned in regards to where the equipment will go and how it will function in their home or business. Once you’re solid on the tangible and intangible services that you will provide, you will never have a hard time convincing clients to partner with you and trust you, because the intangible services will exude from you naturally.
Have you ever seen a Coca-Cola advertisement where the logo wasn’t present? The answer is no. Coca-Cola displays their logo in every advertisement they do, because it instills the visual of the brand in the consumer’s minds. It’s recognizable and overall it registers a strong message of trust in the brain. Your own brand needs to be held to the same standards. In a networking event, you will encounter meeting hundreds of new faces and the only lasting impression you can make on any of them is your business card. When creating a business card, make sure to display your logo, slogan or color scheme that correlates with your website, social media pages and physical marketing material. This will create fluidity and brand recognition, which is important for creating long-term working relationships with customers. It will also make you and your business recognizable. The more you can get potential customers to talk about your brand when you aren't around the better. Here is what can happen when you don't pay attention to brand recognition. If your logo color is red on your business card and then the customer goes to check out your website and the logo color is blue, the customer will be confused as to whether it’s the same business. This will create a lack of sales over time, which is the opposite of what you and your business wants.
To Tasmanian Devil this article, there are three key components to creating your own brand.
1.) Establishing a slogan that speaks to the core values of your business and potential customers.
2.) Understand what your tangible and intangible services are and how to execute them effectively.
3.) Create visual components of your brand that remain consistent on your website, social media pages, business card and other marketing materials, to instill a strong personal brand to your potential customer. This will hopefully lead to long-term business relationships and larger sales in the future.
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