They Are Not Buying Your Product, They Are Buying YOU
May 30, 2012 § Leave a comment
Hello all! I hope you all have had a lovely extended weekend, and welcome back to the 9-5 grind! You can pick up your complimentary migraine pills from me on your way to work! (but not really)
In other news, over the past few days, I have been considering what really makes a brand tick.
Perhaps this is in light of my reading George Foreman’s “Knockout Entrepreneur” about his experience as the brand ambassador of his “Lean, Mean Grilling Machine.” Either that, or it is my utter fascination with marketing as a whole, but the concept of individuals as their own personal brand is a notion we just can’t ignore.
It’s kind of like that saying- “you are what you eat”, only in this case it’s more in the sense of “you are what you sell”
And while you night think it is your job, brand, or your possessions which define you, in reality it is the other way around.
Think about it; the plastics are not Dolly Parton, Dolly Parton is the one who decided to essentially make herself a barbie doll. It came in handy to end her short-lived movie career, but no loss there.
And think about Charlie Sheen- sex, drugs, and er-tiger blood. This man in himself is his own brand, A ridiculous one, but still a brand nevertheless.
These are all examples of negative branding, but they are some of the most clear examples of how a single icon can become the face of so many things.
How else could Charlie have become the poster icon of insanity and poor decision making?
In the same essence, you are your own brand. It is a concept that is relatively new to me, introduced in my Principles of Marketing class Freshman year. That is, the whole is a sum of its parts, the whole being yourself as a brand.
Every decision you make is just as crucial as that made by a billion-dollar industry.
On a macroscopic level, that is.
Especially when it comes to the things you post online and the name you make for yourself. In the instance of George Foreman, he chose a path dedicated to bringing high-quality products to the common people. But it wasn’t the grill that sold itself- it was the charisma and genuinely loving character of the former boxer himself.
This is to say, be mindful of everything that you do, say, or think- these are the decisions driven by the intentions which will define who you are, and more importantly, the level of trust and respect you will garner from others.
On the other hand, you could also make a brand of yourself through negative reputation- but that’s usually frowned upon.
Unless, of course, you are a “rockstar from Mars”