When it comes to business you want to make sure you have a compelling brand. This is something we have all heard at some point or other. But I am going to tell you an important secret about branding. It’s not about your business. It’s about you.
Many people spend too much time on logo design or the color of their website when what they should be doing is thinking how they can present themselves–how they write and speak and what they talk about–in a way that doesn’t sound the same as everyone else.
I am compelling because I talk a lot about minimalism and how I am kind of a try hard, I suppose. A try hard is someone who puts too much effort into something; it’s a term we use in gaming when it seems like someone on the other team is taking the match way too seriously. Really it’s an insult, but when we say someone is a try hard at fitness or business, I think that is actually a good thing. It’s only bad when playing video games to be a try hard.
I think of a business brand in the same way I think of writing style, which what that means is your brand is a reflection of you and all your thoughts and feelings and prejudices and instincts and inclinations. If you are a boring person then your brand will be boring also. If you are a real rapscallion than people will be able to tell that unless you hide it. You should never hide who you are if you want to have a compelling brand but you should apply at least one layer of polish.
Howard Stern is not about his logo, Howard Stern is about the man and what he thinks and says. You know you have a compelling brand when half the people in the world cannot stand you, the other half love you, but both know who you are. I am not quite at that point yet but am trying to be.
PS – You might also enjoy my Action Insider because I have some stuff on effective branding in there.