#1 Misconception About Branding
Everyone/Everything does not have a "brand". A brand is a commercial construct. It's a determined and planned approach to positioning, marketing and psychology. A respectable reputation is... READ FULL POST BELOW
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Everyone/Everything does not have a “brand”.
A brand is a commercial construct. It’s a determined and planned approach to positioning, marketing and psychology.
A respectable reputation is not a brand.
My mom does not have a “brand”.
My dog does not have a “brand”.
Many small businesses do not have a “brand”.
Many large companies do not have a “brand”.
Personal branding – which can be extremely effective – is largely based off of personality with constant exposure, and the personality ultimately becomes the brand in most cases.
This ONLY happens with effort.
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When someone asks you to describe the brand of “influencer X” you’re largely just describing who they are as a person, assuming they have an actual brand. Which inevitably will trickle throughout the company (again, assuming they have one).
This is the result of EFFORT. It doesn’t just happen.
When someone asks you to describe the brand of Home Depot, you do so with absolutely no idea who’s the current CEO. Much more challenging to achieve but extremely impactful.
It involves the products, the location, the display, the dress code, the delivery, everything. All working seamlessly together to reinforce that brand you created with all of that in mind.
**** This is why you see the hosts on Shark Tank blow up people when they say the “brand” is worth X in their valuations. They don’t have one, despite how special they think they are.
In both cases – personal and company branding – an actual brand only takes place as the result of effort, with the later being much more comprehensive and challenging.
And in both cases, in a hyper saturated marketplace, the brand is the differentiator that makes the difference.
But you have to put in the research and then the effort to achieve it.
It doesn’t happen without a definitive and focused effort.
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