No, this isn’t about "Once upon a time." There are ways to know and share yourself with skill. You can combine stories and branding to reveal the truths that help you stand out in the marketplace or workplace, and play to your competitive edge.
But the challenge is this — unless you’re a skilled marketer, how do you reveal the power of your brand in a more compelling way?
I’m not a marketer, and I don’t play one on T.V., so I have to work at it. The way I work at it, is I pay attention to the people that are outstanding at what they do.
So what do the people that are outstanding at this do?
They focus on values. Finding shared values is the key to building brands and building stronger relationships in everything you do … in work, and in life. Brand building is largely about creating clarity around the values the brand stands for.
A simple way is to start by just figuring out three attributes that you want your brand to be about. For example:
It needs to be believable. You need to believe it, in your heart of hearts and soul of souls.
Related to that, you need to know who your brand is for. What are the values they share? What are the boundaries of those values, and at what point, do you have polar opposites or create conflict?
Find the intersection.
That’s where the magic happens.
If you want to be relevant, you need to find the intersection of the values.
Values are the ultimate lightening rod.