This is a guest post by Brian Sheehan. Brian is Associate Professor
of Advertising at the S.I. Newhouse School of Public Communications, Syracuse University. Previously he was with global creative powerhouse Saatchi & Saatchi, with CEO roles at Team One Advertising and at Saatchi & Saatchi Australia and Japan. Brian is the author of Loveworks: How the world’s top marketers make emotional connections to win in the marketplace
No matter how much we think we have grasped it, love remains full of surprises. Most of us would say that we know what love feels like, but try to get people to explain what makes love happen (and how to keep it alive!), and you’ll find that that there are no guaranteed solutions. If we take our understanding of interpersonal love and apply it to brand love, the needs of the relationship share some similar characteristics.
So I hear you ask, how do I know if my brand has reached Lovemark status? Here’s a fast way to do it. Though Love tends to dominate conversations about Lovemarks, people forget about its non-negotiable partner, Respect. Without Respect, a brand can never be a Lovemark. It’s impossible to love something that you can’t trust or rely on.
- Does your brand perform best in class each and every time?
- Does your brand stand for things your customers believe in and admire?
- Is your brand good value for the experience it offers?
If you answer “no” to any one of those questions, you need to focus on building Respect before you get ahead of yourself. If you answered “yes” to all the questions, you can move on to thinking about building Love. Look at the questions below and see where you rate strongly and how your brand may need work. Love can get stronger — and weaker. Your job is to ensure that the hearts of your consumers only get bigger for your brand.
Mystery stimulates excitement, surprise and wonder. It’s the stuff that dreams are made of. To have Mystery, a brand needs to take on the role of storyteller: draw on its past, present and future; and also inspire people to dream.
- Do people share positive stories about your brand?
- Is your brand recognizable through an icon, logo, symbol or mythic character?
- Do people feel inspired by your brand?
Sensuality involves interacting with our senses. Sight, sound, touch, smell and taste are direct connections to our emotions, and brands that have strong connections with their consumers provide distinct sensory experiences.
- Does your brand deliver the best in design?
- What is the sound of your brand?
- Does your brand deliver a physical sensation that people can’t find in anything else?
Intimacy is where we get up close and personal, and it involves Empathy, Commitment and Passion. Consumers today want to be understood and feel cared for.
- Do you act on feedback provided by your customers? Do you listen to them?
- Do your customers have confidence that if something went wrong, you will do the right thing and fix the problem quickly?
- Does your brand gain new business by referral?
Have you been passed over for a promotion? Again?
When others describe you do they use words like “visionary” or “dinosaur”?
Are you looking for a job?
How would you describe your own personal brand?
Have you missed an opportunity because someone thought of you incorrectly?
Take Charge of Your Personal Brand
Karen Kang is one of the world’s authorities on creating a personal brand. As a brand strategist, Karen guides individuals through a process to strategically create a personal brand. Karen knows what it takes to build a brand. She is a former partner with world-renowned Regis McKenna, Inc., the marketing firm that created and launched the Apple brand. She’s the founder and CEO of BrandingPays, and she has consulted with over 150 organizations around the world.
Her new book BrandingPays is a step-by-step guide to reinventing your personal brand. I recently had the opportunity to ask Karen a few questions about her work and her book.
Karen, you’ve worked with startups all the way to some of the world’s biggest companies. Although you continue to do corporate branding, your new work is mainly focused on individuals. Why is personal branding so important today? Has personal branding increased in importance?
Personal branding has gone from being a “nice to have” to a “got to do.” Competitive forces in business and communication—from globalization to social media—have combined to make personal branding a requirement. Gone are the days when you got on a career track with one company and rode it until the end of the line. Whether you work for a company or not, you are a free agent. You need to think like a “company of one” in how you position and market yourself.
Photo by cobalt123 on flickr.
This time last year, I was a Twitter skeptic. How do you find the time to tweet? Who cares what you ate for dinner? I don’t care what you are watching on TV.
What I knew of the service was limited because I wasn’t a participant. My judgment of Twitter was like watching a show from the obstructed view section, then trying to rate the performance.
I finally joined Twitter and sent my first tweet on November 16, 2011. A month later, I was fully “Twidicted.” I launched a blog and one of my first posts was Why You Shouldn’t Avoid Twitter Any Longer.
As I started to gain followers, I learned a great deal from them. Here are some of my Twitter tips and common mistakes (yes, many of which I proudly made personally).
Tip 1: Learn from role models.
Once I joined, I jumped right in. Watching others, reading articles, and asking questions was all part of the fun. Peppering my celebrity and non-celebrity friends alike about how they use the service made an interesting subject.
The Twitter community is made up of people happy to help, who love the service, and have information to share. Ask away.
For me, the key question was: How do I use this social media tool effectively?
Tip 2: Start with purpose.