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.
Failure is Not a Problem
I just got done doing all my forecasting. And I have these really fancy spreadsheets with all these numbers on them. And I've got targets and I've got expectations. I look at the numbers, and they're pretty scary. It brings up a lot of questions, like, what if I fail? And will I be disappointed?
Is Branding Dead? Part 1 of 2
Did you know that branding is dead? Here I am for the past 20 plus years talking about the virtues of branding and now branding is rendered useless. Oh, back in the 50s, maybe it made sense to sell soap or toothpaste, but now? In this video, I tell you about a recent purchase of mine that went from product recommendation straight to purchase. I didn't read anything about the brand. I didn't investigate the artisan craftspeople that put the product together. Or how it was engineered. I didn't care about the story. I didn't care where it was made. I just trusted my friend and bought it. So here I am investing—or some might say wasting—my career as a brand coach. So, I ask you, why even bother with branding?
3 Ways to Spark a Brand Breakout
I remember when Green Day's album called "Dookie" hit in 1994. I became a huge fan of it. You'll find a song on it called Welcome to Paradise, which was one of the many hits on that album. It reached number 56 on the Billboard charts. Did you know that song was actually on the previous album? It was released three years prior. So Welcome to Paradise did nothing in 1991. And then it did something in 1994. It's the exact same song note for note lyric for lyric. What changed?
Big Promise = Big Results
Have you articulated or written your big promise? All great brands have a big promise attached to it. If you don't have one written, you're missing out on two tremendous opportunities: 1. A big promise is a powerful way to connect to your customers. 2. A big promise is an equally powerful way to keep you consistent over time because your big promise becomes the centerpiece for your storytelling. The big promise consists of 4 essential elements: 1. Articulate the desired end result: This is what your customers want more than anything else from you. 2. Identify the barriers: So what is the action that they need to take, but they're not taking it because they don't know how to take it? With these two elements, your big promise is 80% there. The last two elements are going to help elevate your big promise to the next level. 3. Timing: When are your customers going to get the desired end result? The quicker the better. 4. Eliminate excuses: This is about relating to your customers with what's blocking them inside from doing anything at all. I used this 4-part template for the big promise for the title on my webinar. It has each component baked in. See if you can identify them: How to break free from your draining job and finally pursue the work you dreamed of in as little as four weeks, even if that feels impossible right now. If you can write your big promise, big results are sure to follow. The content for this post was inspired by this article: https://www.marketingcipher.com/4-step-formula-to-crafting-your-products-big-promise/
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.