The amazing magical secret that makes a good brand. For reals. Actual magical secret. And unicorns. And cows.

The amazing magical secret that makes a good brand. For reals. Actual magical secret. And unicorns. And cows.

“What IS a ‘brand’, anyway? And why do I need one?”

This is a question that landed in my inbox this morning. It was actually the subject line of an email from a prospective client who was genuinely inquiring about my new service. To give you some context, this person already has a well-established ‘brand’. People know who he is and what he does. He’s making a living. But he also knows that he could be making more – and somehow that led him to my virtual doorstep – even if he didn’t totally know why he was there.

Brand Revolution CowSee, ‘branding’ is one of those nonsense words created and slung by marketers. It’s a pretend word. It hasn’t actually meant what it originally meant in 80 or 90 years . Unless you own cows. And I’m going to wager that none of you own cows [an actual brand is the thing that cowboys heat up over a fire and stamp an unsuspecting cow’s toosh so that everybody knows whose cows are whose – for those of you that were not raised in the Old West]

No cows, right? K, let’s move on….

Most people have some vague understanding of what branding is from one or more of the following sources:

Gertrude the graphic designer: “It’s when your logo matches your stationary and your business cards match your website.” 

Calliope the copywriter: “It’s when your copy expresses a certain flavor that calls in exactly who you want to talk to.” 

Bart the business coach: “It’s how your clients perceive you.” 

All of these are right, AND all of these are incomplete.

Even when you mush them all together, they are still incomplete.

Because there’s still a piece missing:

You.

What’s right for you and for your personal and professional stakeholders is at the core of every successful and memorable brand and is the missing link between brands that work and brands that don’t.

One more time, only bigger, for those of you that are skimming this:

What’s right for you and for your personal and professional stakeholders is at the core of every successful and memorable brand and is the missing link between brands that work and brands that don’t.

You and your life matter more to your brand than your graphics, your copy, or how the general public perceives you. Because when you let your life lead, your copy and your graphics and your clients will follow in lock-step. Because you will be stepping forward honestly – and with strength and clarity.

When you do more with your life, you have more to say in your copy. [tweet]

When you see more of the world, you expand your visual taste. [tweet]

When you meet more people, you develop your empathy muscles. And the true key to connecting with new clients is anticipating the needs of the people you want to sell to. [tweet]

Without fail – when I feel like I have nothing to say in my business, doing something unrelated to my business is the thing that opens the floodgates.

When a design just isn’t coming – looking at anything but design is the thing that gets things back on track.

When the client well feels like it’s running dry – it’s ridiculously amazing how fast the faucet flows when I actually get off my butt and go talk to other live humans.

So do more.

See more.

Meet more people.

THEN put all the pieces of your brand together.

Need help?

Well golly, I just happen to be unveiling my brand new signature service… dun duh duh daaaaaa:

Brand [R]Evolution.

[hold for applause]

It’s designed for:

…those of you who have a brand, but want to start a revolution.

…those of you who are ready to find out why their awesome visuals and slick copy just aren’t drawing in clients like you had hoped.

…those of you who are ready to make the leap from ‘making a living’ to making a life.

…those of you would would like to sear your name into the virtual hind-quarters of the world-at-large.

Find out if it’s right for you.

And p.s. – apologies for the lack of unicorns. The fuckers wandered off when they saw what happened to the cow.

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