Your network is the best distribution channel you will ever have. So If you want your network to sponsor you and your – they need to know what they are promoting and how it differs from everything else in their network.
As with any product, the brand built around your idea will influence the degree of interest in it.. You’ll want to think you are different, sexy, saving and all the rest. To other people your idea is another cornflake packet on the long row of cornflake packets in the supermarket. There are lots of good ideas out there. So a really big question is how do create large amounts of interest in you and your ideas. What will make people listen to you rather than to anyone else’s proposition?
How would you simplify your value to your network. How would you convey those to other people?. Clarify the essence, and condense your personal capital into around 25 words. At first try you’ll need more words. Keep whittling and don’t lose the rich essence and how special it is. If after quite a few attempts it still isn’t possible to summarize at 25 words don’t bother . If you can’t keep it down to 25 words, no matter how good it is, if you can’t describe it as you are walking with someone between meetings, then there is little chance that anyone will ever get the time to listen. Yes that is tough. You get 30 seconds airtime for your “elevator pitch” if that, so the proposition needs to live in your head as a great sound bite. To help you summarize, here is an exercise. Any good brand description has to meet at least four key criteria seen below:
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Simple – can you keep the idea so simple that you could get the message across to someone in a crowded bar, over a couple of sips of beer. Look at any effective brand in the market and in most cases there is something memorable and very simple. This takes one of two forms. A logo (see Symbolic below). Or a strapline “always coca cola” or “gillette – the best a man can get”. They are both straightforward and easily replicable so they can be it can be communicated and copied with ease |
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Can you describe yourself in a few words |
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When you wake up in the morning does it spring into your thinking (even with a hangover?) |
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Could you describe it to a group of children so they understand? |
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Is it free of jargon, long words or abbreviations? |
Singular– it needs to appear to be unique – even if you are adapting an existing idea, it needs spin to make it appear unique in the market. Brand recognition needs to be instantaneous. The Red Cross symbol for medial care is unique and generally recognised across the world. Can you generate a simple and unique identity that your network will associate with you and no one else?
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When you describe it does it remind you of anything? |
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If you told a neighbour have they said, “oh that reminds me of”? |
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If you scan the web using
your key ideas words, does anything come up? |
Sincere
– people know when
someone is faking it, so always ensure that your brand positioning
description is true to your beliefs and values. If it is not authentic you
risk looking a bit stupid to
those who really know you!.
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When your description is written down, does it feel comfortable to you |
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When you describe It to others is there some incredulity, or do they light up and say that it sound just like you |
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If you had a choice between this and other options, would you still pick it? |
Symbolic – If can really help to have a symbol that represents you and your market presence. For example in 1971, Carolyn Davidson was paid $35 to design a logo for a small Oregon sports shoe company. The result was the world famous Nike brand logo of the tick. The emblem was built around the idea of speed and movement, which led to the “swoosh” which emphasises essence of Nike sports products.
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When you describe your personal capital, what feelings does it evoke in others |
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Can you reframe it in the form of a parable or fairy story |
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How would you draw it on the back of an envelope? |
(c) Mick Cope