Companies spend a lot of money to define and package the goods and services they want to sell. Superficial or not, people make judgments based, in part, on appearances. As most us have been told – You never have a second chance to make a first impression. Your “packaging” has to attract, inform, and persuade … However, the packaging of Brand YOU consists of much more than what is explicitly visible.
So then, what makes your brand not only attractive as a first impression, but memorable for the value and content you bring to the wider landscape? The marketplace is crowded and more competitive than ever. To establish yourself and rise above the noise, you need to have a clear idea what you are about, what you have to offer and to whom.
Here are some ideas of things you may want to consider when developing your Brand portfolio:
Appearance: Obviously, you need to make sure you are representing on the outside the value that you want people to perceive on the inside. Do you look and behave in a way consistent with how you would like others to perceive you?
Content: It’s critical to give your audience something that interests them and leaves them wanting more. The idea is to create content that makes people want to become what Seth Godin calls raving fans… of you. If you’re passionate about your brand, your enthusiasm will come across in everything you do – and that’s the most important thing you can communicate to anyone.
Messaging: How do you demonstrate what makes you different? Is Brand YOU a brand of substance? How will you communicate that substance? What do you have to offer that is demonstrably better, faster, or stronger than other brands? Dig deep inside yourself and search for answers to these questions – they are very important and will impact multiple areas of your life. Once you have an idea of what you would like to promote, develop a clear and concise message that promotes how you would like to show your audience what you are all about and how you can be of service.
Once you have put everything together, double check yourself and make sure you are accurately reflecting what you hope to achieve. Contemplate the following aspects of your packaging:
- Your space: Does it reflect who you are?
- Your business card: Does it indicate your expertise or area of specialty?
- Your personal style: Does it align to what you want people to perceive about you?
- Your communication style: Does it really reveal what you want to communicate?
- Your presentation style (including your visuals): Do your presentations represent you well?
- Your (social) media presence: Are you conscientious about how you present your packaging in all forums?
I know this is a lot to think about… and even more to execute on. However, the results of going through this in- depth exercise in self-discovery will pay off BIG – it will become your competitive advantage. Not only will you know yourself infinitely better, but people will see and understand your packaging in exactly the way you would like them to.
Does your packaging say what you want it to?
Please engage the discussion and let us know how your packaging has affected you. Always feel free to contact me at Sheri.Mackey@LuminosityGlobal.com or by visiting our website at www.LuminosityGlobal.com. Check back next week for the next installment of Leadership Across Boundaries and Borders, when we will discuss how to communicate Brand YOU.