Marketing Secret: You Are Your Brand
Here’s secret successful marketers know: Having a brand means customers don’t buy a product. They buy YOU.
The unique qualities only you possess.There was a time when having a“Brand” meant a corporate-looking logo and a slick catalog. Not anymore.
In today’s online marketplace, the real value is not in appearing to be a big company, but rather in just being you. And your personality shines through in a variety of ways.
Your Authentic Voice
How you speak and write, even how you act on camera or in an audio interview has the power to instantly identify you to your audience. You can see this in action if you scroll through your Facebook feed. It’s easy to know who has posted a particular image or status update, just by recognizing the voice with which they generally speak.
An even more important aspect of your “voice” is: it has the power to attract a specific audience. In recent years, a few high profile coaches and product sellers have become celebrities of a sort, largely because of their harsh, “don’t hold back” language. Ash Ambirge over at www.TheMiddleFingerProject.org makes no apologies for her use of offensive words, and her fans love her for it. As well as Kat Loterzo over at www.katloterzo.com. And those that don’t? Well, they don’t give a F*$K!!
Snarkiness and foul language is not the only way to go, though. Lisa Nichols has built her brand almost entirely on her ability to be kind and giving, you know the cool aunt. She always has a nice word, never appears defeated or overwhelmed, and is an inspiration to her fans and clients.
While very different in their approach, these women have one thing in common: authenticity. It’s clear that if you were to meet either of them in person, they would speak and act exactly as they do online. And their brands are stronger for it.
As a business or brand, leveraging your brand’s personality is the best way to create a connection that speaks to your target audience. There are 12 Master Brand Archetypes. Which one are you?
How did you get to where you are today? The backstory—which to you might seem boring and uneventful—is a powerful tool that can help solidify your brand and attract just the right audience.
Chavonne Sampsons tells of being a step-mom to 4 kids and 4 baby mama’s, and the journey to becoming blended family blissful. Her success is an inspiration to her audience, and is a huge part of her branding.
Renee Lamb (yup if Trump can read about himself in his daily briefings about the world, I can have you read about me in my blog, continue) speaks often of how she got started online when she had the worst boss EVER, but turned that experience around to fuel her to start her business coaching business. He was her gift wrapped in sand paper.
Your story doesn’t have to be dramatic, and you certainly don’t have to share more than you’re comfortable with, but it does have to be yours. Be your true self, and you’ll never have to worry about attracting the right audience. They will self-select, and your perfect client will find you.
Brand Book Recommendation
I love reading!! So, if I think a book will enhance your understand of a concept, I will always recommend it. Check out this book….