Individual Branding – “It’s Personal”

Have you ever heard the phrase, “Personal Branding”? Do you think it is revealed in your dress style, your job position, the car you drive or even the company you keep? What I love most about Personal Branding is just that — it is personal. No two personal brands are alike. There are many people with similarities in style and personality but there are distinct differences in one person to the next.

The person that is “You” is shaped by countless influences throughout your life, past and present, such as: parents, siblings, best friends, arch enemies, teachers, coaches, scout leaders, first crush, classmates, children, bosses. Moments like first steps, first day in school, first kiss, first dates, graduations, touchdowns, college, weddings, births, deaths and all the tragedies and triumphs in between. 

Some people are very in touch with these influences and their impact on their success and happiness. Taking into account your own personal influences in life can help you appreciate the “unique” you and understand the make up of your brand. Think of them as an ever-increasing foundation to draw confidence from and support your strong sense of self.

With years of experiences to draw on, this may prove meaningful to you as an adult, but how can this also apply to young children? Even at a tender age, the children in our lives are experiencing, you might say, “assembling,” the elements that influence their self-esteem and ultimately define their unique persona.

Without positive influence, many become teens without knowing who they are, or what makes them interesting, unique or even important? They lack direction. They don’t know how to dream or begin to embrace the great possibilities in front of them. It seems, a growing number are glued to electronic devices— communicating through keyboard conversations ontheir cell phones and through social media. And unfortunately, many get their sense of self from television programs, rather than through real person-to-person exchange. 

You can guide them and influence them positively. The everyday connections you share with them (a smile, a wink, a giggle, etc.) are valuable. Your time and attention to them is precious. The freedom you extend to them to explore and express themselves can be revealing.  And, positive feedback is empowering. 

I’d love to hear your feedback and thoughts or experiences with personal branding. Leave a comment! And, as always, for more information about other types of branding, please visit www.stimulusbrand.com.

—Tom McManimon

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Company Stories – Don’t just Tell…. Do!

A recent book entitled True Story: How to Combine Story and Action to Transform Your Business is creating a buzz in the marketing community. It is written by Ty Montague, a successful advertiser and the founder of co: collective, a consultancy that helps clients develop a brand story by using the principles of “storydoing” – rather than storytelling.

Basically, the 240-page book hammers home the point that marketing is not about telling a story to get people to like a brand. It’s about creating and activating the brand to behave in a manner that marries meaningful passion and action with a substantial consumer need. The best brands do not simply “tell a story,” they “live a story.” We can think of Apple, Nike, Virgin, Ralph Lauren as specific successes of this.

At StimulusBrand Communications, we perpetually seek to discover the heart of a client’s business, its leaders, and the products BEFORE beginning any promotional activities. Years of experience have demonstrated there is always a “story” behind every brand, which is often, in fact, the brand. If this story is then told and acted upon in a real, relevant way, there is a high chance the brand will be trusted, admired and successful.

Recently, I spent a week in Santa Fe, New Mexico, working directly with a family planning the launch of a new kind of Coffee Café experience —called Fullfilled Coffee CompanyTM. The initial café will launch in Edmond, Oklahoma, with a planned opening in mid-2014. The experience will be similar to the well-known Starbucks brand – albeit with a warmer, more artsy ambiance and more emotionally and spiritually fulfilling vibe. Here, expression will be king! Customers will be encouraged to express what fulfills them. Coupled with their Community program entitled, Living Fullfilled InitiativeTM, the café owners will encourage community artists to submit their work for display in the café – and offer grants to advance artists’ crafts.

I spent the first two days talking at length to the family members — asking and probing in order to get a strong and accurate feel for them, their business strengths and personal attributes. As we worked together to identify the brand “from the bottom up,” their passion was palpable.

As StimulusBrand Communications helps promote Fullfilled Coffee CompanyTM, we will use this as the backbone of the company’s story. By serving up a unique experience over coffee while exposing extraordinary talents in the region, the family can easily participate in “storydoing” to complement the storytelling, adding further authenticity to their brand.

In many ways, a true brand is like an onion, with many layers. As each layer is gently peeled away, the “truth” unfolds. And that, as I believe Montague would agree, is where the brand’s ultimate strength resides. Consequently, doing branding takes a little more effort than telling branding. But, doing it well is a very fulfilling experience!

 

— Tom McManimon

— Diane Blaszka

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