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February 8, 2007

Two Important Ideas in a Brand Identity and Why We Have to Live Our Brand

ME Liz Strauss wrote this at 12:08 pm

Two Important Ideas

Personal Branding logo

A brand identity defines our unique value — what we bring that no one else can — by naming the one thing we do far better than anyone else. Uniqueness and specificity are the two messages in one Big IDEA.

If we name the one thing that we want to be known for, and we live it 24/7, customers notice that. By choosing only one thing our message is clean, clear, and focused. Choosing one thing doesn’t limit. As Seth would say, “Small is the new big.” Highlighting only one thing gives focus. Folks extrapolate from that.

That’s the key to successful branding, unique value, specificity, and living it 24/7. Of course, the last part can be a problem.

Honey, Don’t Make Me Live My Brand

When I tell a story, I like to elaborate. It’s a writer’s thing, at least I think it is. My husband prefers to deal in basics. It’s an engineer’s thing, at least he says it is. So when I begin to relate an event, it doesn’t surprise me when I hear, “Honey, don’t make me live it.”

That request works for my husband and my stories — not for a brand.

Much as we’d like to, we don’t get to pick what we’re known for. We only get to suggest our finer traits. But if we live what we’re suggesting other folks are more likely to agree with us. Other folks and brands can’t be separated. The minute we leave other folks out of the picture, we stop living our brand.

People have a way of letting us know we forgot to consider them. They do that by redefining what they think of us and telling each other the new definition. Here are some ways I have forgotten to live my brand in the past.

  1. I fell in love with the details. I thought every detail of what I did was important to everybody. That breaks the “one thing well rule.”
  2. I thought my history was important. Most folks weren’t alive for my history. Folks care about what I deliver now. My “unique value” is based in current time not history.
  3. I tried to be something I’m not. No unique value there. That’s just a bad facsimile.
  4. I tried to be all things to all readers. No specificity there. That’s a sitcom done badly.
  5. I didn’t define what the one thing is that I do well. I was confused and so were my readers. Moving targets only stay interesting for a short while. Then our eyes get tired.
  6. I thought that my brand was obvious. If I don’t say what I’m about why should anyone know?
  7. I made all of my decisions to serve ME.

I can count the holes in my foot the times I’ve shot myself there.

Customers decide our brands, we don’t.

If we choose a brand that fully expresses who we are, living it 24/7 is nothing more than being ourselves and sharing that one unique, outstanding quality that defines us. People will notice. People will talk about it.

That’s the cool thing about being you. You have a corner on how to do it better than anyone else.

What one thing do you feature as the one thing that you do well? Come on out with it. Write it down for everyone to see.

–ME “Liz” Strauss
To have Liz help get your brand just right, click on the Work with Liz!! page in the sidebar.

Related
Branding: A Tagline Is Not A Brand — How to Build a Positive Brand in 3 Steps
Branding, Self-Promotion, Selling: Are You OverDoing?

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25 Comments to “Two Important Ideas in a Brand Identity and Why We Have to Live Our Brand”

  1. February 8th, 2007 at 4:54 pm
    Mike said

    You know you asked a deep question when your entire audience stares at their keyboards in silence…

  2. February 8th, 2007 at 5:16 pm
    Whitney said

    Okay, Liz, in response to this posting and an earlier one you did about not limiting ourselves with “I can’t” statements, I’ll be the brave one and take a stab at this.

    Ordinarily, I would say “I can’t do this until I’ve taken the declaration through at least four cuts to ensure I’ve made it as brief as possible.” But I don’t get the sense that you’re looking for final versions, so I’ll take your challenge.

    “I provide a strong, stable backbone for an organization through support documentation and other content — and teach others how to do the same with their own content.”

    That’s the second cut, at least. I’m off to work on the third…

  3. February 8th, 2007 at 5:28 pm
    ME Strauss said

    Hi Mike!
    Do you think tha quesiion is too hard?
    I’m wondering. Or do you think one thing is too few?

  4. February 8th, 2007 at 5:33 pm
    ME Strauss said

    Hi Whitney!
    That’s beautiful!

    I wonder if everyone is thinking too hard.

    You’re only a stranger once. is one thing I do well. It is, in fact what I’m know for — community and conversation. You could possibily even throw in communication, and definitely add relationships. It doesn’t everything that I do, but I does well define me. :)

  5. February 8th, 2007 at 5:39 pm
    Whitney said

    Given how multi-faceted many of your readers are, it’s likely difficult to come up with one thing. Or to come up with one statement that neatly summarizes all those facets.

    Or maybe folks are afraid that someone else will grab their well-crafted statement and run with it? But that’s hard to believe, since the latter type of people aren’t to be found here.

  6. February 8th, 2007 at 5:48 pm
    ME Strauss said

    Hi Whitney,
    No worries,

    I’ll try another . . .

    I offer my PVM customers the insight of a naive, intelligent customer by reviewing their plans, visual presentations, and written work and providng clear feedback on how their message comes across.

  7. February 8th, 2007 at 5:58 pm
    Mike said

    Liz,

    I think the question requires a perspective that few people can develop within themselves. I’ve been trying for years to figure out what that one thing is. I’ve asked people I trust, and the answers don’t form a coherent picture. About as close as I can come is “throw me something you haven’t been able to figure out and I’ll turn it into a series of actionable ideas”. That doesn’t stir my heart to say “THAT’S IT!”

    Then again, how can I make that particular ‘one thing’ claim when I can’t figure it out for myself?

    Sorry to ramble. I go back to my first sentence.

    Mike

  8. February 8th, 2007 at 6:07 pm
    ME Strauss said

    So Mike,
    Okay I’ll give it a go . . .

    Mike brings resorts the data to identify the problems and pull out the actionable solutions.

    Sounds like you could be the Red Adare of your field.

  9. February 8th, 2007 at 7:34 pm
    Rick Cockrum said

    That’s the cool thing about being you. You have a corner on how to do it better than anyone else.

    I like that.

    I don’t know that losing your brand comes from leaving other people out of the equation, though. When they redefine how they see you, it’s a result of what you do. All your examples show a lack of focus on your brand. People still brand you by what you do, even if it’s not the brand you thought you were creating.

    Focus was what I hoped to accomplish with splitting my site up into three sites.

  10. February 8th, 2007 at 7:47 pm
    ME Strauss said

    Hi Rick!
    Thanks!
    You have a point about losing focus. It’s interesting though, I see all of my examples as being about myself rather than about the people I write for . . . but if your brand is the people . . .Are we saying the same thing?

  11. February 8th, 2007 at 8:23 pm
    Rick Cockrum said

    Yeah, I think we’re saying the same thing in that case.

    On Shards I say I show tools to help you change your beliefs, change your life, and create your world. That really is the brand I want to be. Or is that not a brand? You’ve convinced me that my postings need to be more focused.

  12. February 8th, 2007 at 8:24 pm
    Rocky said

    Our customers determine our brand. That is a cool thought. I never really looked at it that way. I will have to let that sink in, but it makes perfect sense. Thanks!!

  13. February 8th, 2007 at 8:26 pm
    ME Strauss said

    Hi Rick,
    You’re the guy who knows how to create change in my life, my beliefs, in my world.
    You’re a thinker and a leader of change. Sounds like a branding statement to me.

  14. February 8th, 2007 at 8:27 pm
    ME Strauss said

    Hi Rocky!
    Better yet, you determine the brands of so many other things. :)

  15. February 8th, 2007 at 9:33 pm
    GP said

    well said, liz, since it’s true that when you start out , you have “one picture” of what your brand is, and it’s the folks that really tell you what they want/need and it keeps evolving

    Fish Creek House - Making Montana Memories

    Fish Creek House - Luxury with a Taste of the Rugged Outdoors….

    okay, i like i said it keeps evolving:)
    GP in Montana

  16. February 8th, 2007 at 9:35 pm
    ME Strauss said

    You’re so right, GP
    I find that Successful Blog changes personality about every 6 months — every so slightly. :)

  17. February 9th, 2007 at 12:31 am
    Mike said

    Liz,

    I’m psyched about a new career in the hospitality field!

    On second thought, if you leave out the word ‘brings’ it’s a damned good ‘one thing’! I’m going with it!

    Thanks,

    Mike

  18. February 9th, 2007 at 12:34 am
    ME Strauss said

    Darn, Mike
    I think great. I just type like a monkey. :)

  19. February 9th, 2007 at 11:14 am
    Mike said

    I resemble that remark! ;-)

    And thank you for your most excellent thinking!!

  20. February 9th, 2007 at 11:18 am
    ME Strauss said

    Hey Mike!
    Just tell all of your friends that I can help them find their niche in that very same way. :)

  21. February 9th, 2007 at 11:34 am
    Mike said

    You bet I will!

  22. February 9th, 2007 at 11:50 am
    Whitney said

    As someone who has used your PVM services, I can attest to the accuracy of your statement: “I offer my PVM customers the insight of a naive, intelligent customer by reviewing their plans, visual presentations, and written work and providng clear feedback on how their message comes across.”

    I can also attest to your ability to help folks find their niche. You’re very adept at cutting through all the BS that folks bind themselves up with in “analysis paralysis”.

  23. February 9th, 2007 at 11:53 am
    ME Strauss said

    Thanks Whitney!
    It’s that one thing that proves the standard of the other things I like to do, the level at which I like to do them, and the kind of people I like to do them with. :)

    Helping people find their niche is so fun and so rewarding. How could I not get jazzed by doing it? :)

  24. February 11th, 2007 at 9:51 am
    Where’s Your Focus? said

    […] Liz Strauss talks about writing, branding, and relationships at Successful Blog(ger).In Two Important Ideas in a Brand Identity and Why We Have to Live Our Brand she shows the need to focus on what we want to build, and how the people around us reflect how well we are doing. Branding isn’t just about a company image. It’s about developing, and acting out, who you want to be. That’s the cool thing about being you. You have a corner on how to do it better than anyone else. […]

  25. March 6th, 2007 at 8:48 am
    Choosing for Our Readers: A 5 Point Pop Quiz - Liz Strauss at Successful Blog - Thinking, writing, business ideas . . . You’re only a stranger once. said

    […] Related Two Important Ideas in a Brand Identity and Why We Have to Live Our Brand Enough About Me, Let’s Talk About What You Think […]

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