Brand is a term that we hear a lot as business owners. Marketing experts regularly tell us how important brand building is. As a writer I focus on the way language impacts your ability to attract paying clients. So in this context, the term brand relates to the perception created through the use of language.
Do you know what your brand stands for and how you make your ideal clients feel? Founder of Intuit and expert marketeer Scott Cook insists that it’s no longer as simple as telling people how they should feel. It is what they are telling each other that matters. In other words – show them what you do and why, and they will tell you – and each other – how that makes them feel. That is where the real truth about your brand lies.
A brand is no longer what we tell the consumer it is – it is what consumers tell each other it is.
In exactly two weeks I celebrate my 41st birthday. I’ve always had a bit of a thing for birthdays. They act as a perfect excuse for some of my favourite things – like good company, great food and lots of silliness.
My 33rd birthday was a very different affair. Friends gathered at our home and there were lots of thoughtful gifts, kind remarks and hugs that lasted slightly longer than normal. We all smiled, laughed and celebrated but there was a tangible uncertainty hanging in the air – the proverbial elephant in the room.
We never met. I have no idea whether you enjoyed blowing out the candles on your cake or hated birthdays with a passion. You may have been a husband, father, brother or uncle. Perhaps you spent your time walking in the Scottish highlands. Maybe you loved nothing more than a night in front of the telly with a glass of wine. It’s quite odd, sharing a close and unbreakable bond with a total stranger.
I have a lot to thank you for.
Early in my work as a freelance writer I was lucky enough to be introduced to Simon Sinek and his incredible TED talk – How Great Leaders Inspire Action. Everything that Simon advocates looks at the importance of starting from a place of passion – then using the reason why you are in business as a driving factor in building your brand.
the aim is not to do business with everyone who needs the thing you have; but to do business with everyone who believes what you believe.
So do you understand the passion that drives you in your business journey? Are you using this to develop engaging and inspiring narratives in your marketing plan?
Two days ago I committed to a blog writing challenge over at Authors Publish. It felt like a great idea at the time. One page of writing, every day, throughout August. These challenges are a little like the intellectual equivalent of running a marathon. Every time I do one I swear never again – only to find myself signing up when the next one comes along. I love writing. But life gets in the way and – even when my mind is swimming with ideas – sometimes I simply cannot find the time.
As somebody famous once stated in a Facebook meme, “The only thing worse than writing is not writing.” A general nod to the torturous journey many writers put themselves through as they strive to create a piece of work that will never be perfect, only to stop writing and find themselves struggling with the lack of self expression this brings. A short daily writing pledge can be the perfect answer; ensuring that you carve out enough time and stick to the challenge.