Your Brand
Your brand is what people say about you when you are not in the room
– Jeff Bezos.
Peter Tiel once said, “YOU HAVE TO BE 10 TIMES BETTER THAN SECOND BEST“....but in a world where technology is easily commoditised it is virtually impossible to be 10x better. So the only thing left is the brand and community.
*NOTE - obviously, there are outliers but regardless you should always look to leverage your brand opportunity.
The leading companies in the world ARE not unique but just have better brands
Mcdonalds – We sell hamburgers – Is that unique? NO
Google – A search engine – NOT UNIQUE
Apple? - They are mostly a copy-cat company that wraps the technology into a beautifully designed product (in most cases) Most of their products were not the first to market instead they waited for the market to mature - their products are nowhere near 10x OR EVEN 1.2X BETTER THEN NUMBER 2.
Companies can no longer differentiate on features. In a world of infinite supply, BRAND is the only true marketing advantage
– DAVID CANCEL ceo of Drift.com
What is a brand
Don't overcomplicate it!
Think of your brand as a fictional character
Just like a character - a brand has likes, dislikes, personalities and character qualities etc - they have dreams, missions, values!
How to define a compelling character for your brand
Quick hack - The easiest way is to think of another fictional character that could represent your brand and answer
Step 1 - Define the following for the character....
- What is their vision?
- What is their mission?
- What are their values?
- How do they behave?
- What beliefs about the world do they hold?
NOTE - most of these questions should already be answered - they should be your company's vision, mission statements etc
Step 2 - Define the tone of voice and personality of the characters
- Formal vs. Casual
- Funny vs. Serious
- Respectful vs. Polarising
- Enthusiastic vs. Matter-of-Fact
- Friendly vs. Cold
- Optimistic vs. pessimist vs. Inspirational vs. authoritative
Step 2 - Define what external inputs influence the character....
- What are their favourite books?
- What are their favourite movies?
- What are their favourite TV shows?
- What are their favourite sports and sports figures?
- Favourite bible/religious stories etc
- etc
Step 3 - Define the core character traits and strengths
Kevin Chin
Writers Write
Starting your mass movement
Blair Warren, provides in one sentence the five principles that will empower the user to create a compelling reason for masses of people to take action with.
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