A client of mine who is owns a major brand told me an amazing thing the other day when I asked how he got to use the word ‘world famous’ in his logo.
“It’s world famous because I said so… and because I said so it became world famous”
This quote stuck with me for a while – the circular logic is evident but nonetheless right on the money. The business brand behind his company has become world famous for the sole reason that he called it world famous for so long. The personal brand that this client has built is worth just as much as the brand building he’s done for his store. Now not only is the store world famous, but all the people associated are famous for their own personal brands, crafted mainly out of thin air.
Perception is reality
This concept is nowhere more evident than in the brand building arena. Why is the Virgin brand so risque and cutting edge? Because Richard Branson said so and made sure that everything his brand put out meshed with that ideology. Why are Christian Louboutin shows $1000 bucks a pair? Because the company spun a story where someone was convinced that $1000 for a pair of shoes was worth it, now they sell for a grand a pair because people buy them for a grand a pair.
Imagine your selling to a market that is blind, because of this fact you can’t rely on the way your company or brand looks to sell your market on X. Instead you have to appeal to their senses. You have to craft a story through words, scents, noises and emotional triggers that will convince your market to plop down X amount of dollars for an item they’ve never seen. Is it possible? Absolutely – that is why I bought a macbook sight unseen. Because of the amazing programs included and the huge amount of storage space the story they had spun convinced me that a macbook pro was what I needed (regardless if I really needed it or not).
Craft your story
Since we’ve already realized that the only thing between you and massive success is making sure your personal brand or business brand creates the right ‘perception’ among your target market let’s get crackin! What does it take to create the proper perception of your brand? Well that depends, what is the WHY at the heart of your business model? Do you want to cater to farmers, super models or mommy bloggers? Is your story easier to tell via the written word, visuals or scent? Decide upon your reason for the brand even being alive and then craft that reason into a strong story that comes with a certain perception – a perception that will become reality in your market’s eyes.
Stick to your guns
I’m sure at some point a person or other business is going to come up to you and say “hey, you aren’t X yet how dare you act too big for your britches” and the natural reaction will be to back down. But instead you must stick to your guns and say “I am X” and disregard others opinions that try to tear you down. If my client had taken down the sign that says ‘world famous’ outside of his shop the first time someone said “wait you aren’t world famous” he would not be where he is today (a major TV star and brand building sensation). If you struggle with “I’m not at X yet so how can I act as if I am” focus on the yet, because if you back down now and you’ll never get there. So stay consistent, create an amazing story that backs your brand and build up a perception of your business that is rock solid - soon it will become reality. Just remember….
“It’s world famous because I said so… and because I said so it became world famous”
