Everyone is a brand, even if you’re not selling a product, you’re selling yourself. In order to generate the right messages and to get your audience attention, you need to be clever, and to understand your target.
But, how should I start? This is the question we all asked. Before getting an online presence, you need to develop your brand. You want to be in control of your audience impression, don’t leave it to chance when you can be your own manager.
First, develop your brand mantra.
This is the why your brand exists, it goes beyond your product, service or persona. You have a desire, a goal in life, it’s not about selling anything, is about inspire and to attract people that think alike and it has to be short. For example, Disney’s is “fun family entertainment”, Starbucks’ is “Sharing Lifestyle”, American Express’ is “World-class Service, personal recognition”.
Brand mantras are powerful because they can guide you with what goes with your brand, what kind of products/services you can add. They even guide you with simple decisions maybe is the design of the uniform, or how your employees answer the phone, maybe is what colors you can use at imagery… your brand mantra defines the road and the direction.
It can even be just words, Nike’s mantra is “Authentic, athletic, performance” so it defines all the marketing efforts. The important thing is to have a unique mantra, one that only your brand can deliver. They are designed to capture the points of difference, and this will help with your brand positioning. These are three questions to help you develop your own:
- What is your emotional connection with people? Write down which adjectives connect with others. Are you funny, an inspiration or authentic? Here is key to be honest, don’t put funny if it doesn’t represent you.
- What are the associations with your brand? List all the thoughts associations of how you want to be perceived by customers or fans.
- What are the benefits of your brand, what are you delivering? Is it content, service, entertainment? This is a description, ask yourself: Who am I? and What I do?
Combine all the elements, and find a way to put it. It can be a phrase or a couple of words. If it fits with your brand’s personality, mission and offer, then you are good to go!