On brand.
For the lone wolves, free thinkers, and unique creators, here are a few thoughts and ideas to help big dreamers like you go bigger.
Branding strategy hack: Get to know your villain.
Remember that book you couldn't put down? Or that movie you didn’t want to end? Great storytelling is an undeniable art. And the basic principles of storytelling are also the same principles behind the brands you love. That’s how brands come to life—by sparking emotions and inspiring action through great storytelling.
Personal Brand Tip: Speak to One, Others Will Follow
Think about Sarah as your "ideal" customer. That doesn't mean you exclude other people from benefitting from your content. I like to call Sarah your "bullseye" target because we want to aim for the bullseye, knowing that we'll hit the bullseye only a fraction of the time. For all the misses, we will—at least—be in range.
Is Branding Dead? Part 2 of 2
Like I said in my last video, branding is dead. I made a purchase based on a recommendation from a friend. I didn't care about the product's background story, I didn't care about the founders. I just clicked purchase. And done. No brand development necessary! Let me tell you about a very important service that my friend performed for me: Product curation. She did the hard work of comparing the products and selecting the right one, making the purchase, trying it out, and then recommending it to me. Or, someone somewhere up the line had performed the due diligence to spark the word of mouth. And we can all agree that word of mouth is the most persuasive tool out there to build a business. So my question is, where do the "words" from word of mouth come from? If you're an unknown and you're just getting started. Or if you're a commodity—you're one of many. How do you wedge your product or service into the awareness of your potential customers? That's where branding comes in. So is branding dead? Absolutely not.
I Love My Pet Brand Even When It Pees on My Carpet
Don’t trash talk my favorite brand. Because I love it. Yes, I know there are other brands out there that sell products that function just as well—if not better—but I don’t care. It's my brand. I know I’m irrational. I realize I pay more than the going rate. But I still love my brand—even when it makes a mess.
Thank a Friend Today for Not Lying to You
My friend’s unmanipulated truth inspired me, put me into action, and — ultimately — deepened my relationship with him. His honesty was a gift. I think about the people in my life that have made an indelible impact on me, and those are the people who live and act honestly. The ones who told me what I needed to hear. The ones who exposed my blind spots. The ones who gave it to me straight.
What my crappy portfolio taught me about branding.
As a budding copywriter from Florida's west coast, I managed to connect with a bunch of New York City Creative Directors at big-time agencies for a handful of meetings. I couldn't contain my excitement. I couldn't believe my good fortune. My dream job at a big NYC agency was just a conversation away. All I needed was one foot in the door, and one CD to see the delicious brilliance of my work. Just one.
How to Borrow an Audience to Build Awareness
One of the best ways to build your brand is to find great partnerships and "borrow" their audience—even if there is some crossover in your offering. My collaborators often trust me to engage their audience with valuable content. And I am able to spread the word about what I do to new prospects.
Don't Just Aim for the Target Audience. Aim for the Bullseye.
One part of developing a powerful brand story is to focus your energy and focus your storytelling on one person. Literally, one person. Your bullseye target. Real or imagined, if you can conjure up that one person in your mind, you can empathize and relate to them in ways that you can't with a group of people.
Are you a blur?
Most people do their work, cash their check, and repeat every week without the intention of creating personal brand value. Here's my latest post on what can happen when you don't invest time and energy in building your personal brand.
Peddling paradise with Raquel Marra.
It’s rare that advertising and Yoga intersect. To celebrate, I’d like to introduce my friend and Yogi badass, Raquel Marra. She’s hosting a magical sea-side Yoga retreat in Colombia next month and asked for my opinion on her flyer. Check out what I had to say.