If I showed you a flashcard containing two golden arches side by side, what would you associate them with? What if I then showed you another flashcard containing the silhouette of an apple with a piece carved out, could you identify its status? McDonalds and Macintosh are two of the world’s most identifiable brands. Without solid branding these giants would simply be another hamburger spot and a generic computer. I recently did a little research on branding and I interpreted it as followed.
Consider yourself as a business. In order to become successful, you must give potential clients a reason to purchase your services. However in order for them to select your services they must become familiar with who you are as well as your work. You must be able to stand out like a single red paper clip amongst a pile of silver paper clips. Branding yourself keeps you current, and creates a lasting impression. If you don’t brand yourself, others will and that’s not always a good thing. Face it, everyone doesn’t know you. It’s up to you to brand yourself in a way that others will know your brand any time your name is mentioned. There are methods to successful branding.
You must become the asset. The product you market is then your set of skills or services you provide that separates you from your competitors. Burger King, Wendy’s, or Jack in the Box does not sell Happy Meals; therefore most kids will prefer McDonalds. Appearing in commercials, Ronald McDonald make children want to visit McDonalds in hopes of seeing the clown or receiving the cool gifts included in the Happy Meal. What is your gift?
You must become memorable. A catchy name is easily remembered. You could also use your full name if you choose. However, the use of your full name could actually promote others who may also have the same name. When you select your unique name it is best to purchase the right to a domain name containing your brand name. Search engines such as Google will give you the first result when people are searching for information on you. If you googled Jamie Foxx you would get millions of results for the actor/ comedian. Had he used Eric Bishop, his government issued name, you would see thumbnails of individuals you would have to weed through like cassette tapes without labels.
The use of media to promote your brand is crucial. I recommend setting up a facebook account, and joining other forums with topics that relate to your services. You should network and get to know the people in the forum. Make your services aware, as you may be able to help each other. When interested in pitching your service to a particular client get to know them instead of going directly for the kill. Remember it’s not always what you know, more so it’s who you know.
Finally, you should keep in mind the four rules of networking. They are mutualism, giving, targeting and reconnecting. Creating mutualism means you are not in the relationship only to see what you can get for yourself. Looking out for yourself is the easiest way to get black listed among others in the field you are trying to become successful in. Giving of your services willingly instead of trying to make a quick buck makes people want to support you in return. Which would you prefer to win, the battle or the war? Short term gain over long term profit is the worst move you could ever make. Tom Hanks started as a skit comic, writing for others, wearing a wig and a dress to one of Hollywood’s most prominent actors. He accomplished this because he simply accepted his role he was given at the time. Be specific as to who you want to target with your brand. You should only network with those who have the same thing in common. Why would you network with those interested in selling baby formula when you are interested in selling Vodka? When the networking pays off, don’t forget to reconnect. Keeping in touch keeps the line of communication open in the event a new opportunity presents itself.
To become successful in business you must have a strong identity. Your brand is your livelihood. Your brand is what sets you apart from your competition. You could be the greatest at what you do, but if no one knows you from the next Joe with the same service, is your service really better?
