Why branding now?
If you’re active online in any way and you have some level of engagement, perceptions are being formed and fusing into what’s loosely defined as your brand. It’s loose because if it’s not being managed it exists by default, in other words it’s unconscious. This is bad for business because a brand that is not clearly defined is potentially all things to all people, in other words, invisible or worse, inconsistent.
So is your brand wide awake or did it hit the snooze button a while back..? Because in case you missed it—the world is waking up
This is the post-advertising age. Bullshit detectors are handed out at birth and product reviews are Tweeted real time via an internet that is 1 billion websites close to bursting. Conversations are raging across the world 24/7 and choice in many sectors is so wide as to appear infinite. And in this self-aware, digital maelstrom many old style marketing tactics are increasingly seen as ‘scammy’ and sometimes even as blatant lies.
To members of the ‘hard sell’ community this might signal a marketing apocalypse. But to the weirdos, freaks and ethical thinkers amongst us it represents a very viable opportunity.
By expressing your unique voice, point of view and reason for being, and by mirroring the actual hopes, fears and aspirations of your audience, you jump off the page, you become authentically, lovingly real. Build communication channels and develop messaging off the back of this authenticity and to the people who want what you have to offer you also become insanely attractive.
Your brand story is being written online with or without your consent. This more than any other is the time to make it fully conscious.
100+ pages—no filler, no bs
3 things a wide awake brand can do
1. Set independent pricing
People don’t buy just products and services they buy unique experiences. By expressing uniqueness you eclipse ‘commodity perceptions’ which allows you to create a pricing structure independent of the market.
2. Zero out the competition
A brand is an idea and the best ideas are driven by emotions. Empathise deeply enough through a filter of difference and you invite identification, so even if your actual offer is interchangeable with a competitor’s you stand alone.
3. Build a quality list
A strong brand doesn’t just attract ‘friends’ and ‘followers’ it creates alliances and builds community around its cause. By engendering trust and identification any list you build is never a ‘vanity metric’ but for the long term.
What’s in the book?
100+ pages of actionable information, ‘Expose Yourself Like A Pro’ guides your brand-building from vision to it’s expression via persona development, positioning and personality discovery. This is branding from the trenches—precision steps divided into 8 chapters. You’ll craft your value proposition, hone your brand promise, build a message architecture designed to drip feed your content strategy, then top it off with visual design that pops eyeballs.
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