Why is branding so powerful?
Branding defines who you are. If I were to say your name, what’s the first thing your friends and family would say about you? Do they call you the coffee drinker? The one who wears the gray T-shirt everyday? The early riser?
Branding is like playing a mental matching game. When I say Steve Jobs, you think Apple computers. When a friend says Walt Disney animals, you think Mickey Mouse. One item is the magnet that pulls the matching pair to it. My mentees associate me with my red suit and my Bentley.
If you want to be a successful entrepreneur, you must have a strong brand.
A strong personal brand gives you an advantage in your professional and personal life. It’s a requirement for building your business, improving your career, or attracting successful connections. Without a strong brand, you would fade against the competition.
If you want to create a strong brand, you can accomplish it in three ways: make your own language, create your own terminology, and found a concept.
1. Use A Secret Language In Your Business
All tribes and subcultures have their own secret language and rituals. When it comes to bonding with your audience on social media or at a presentation, you both need to speak the secret language. The people who don’t speak the secret language are the outsiders.
Let me give you an example. I used to have workshops, and these workshops had their own name. If you went outside of the group, and you told people about V.E.G., they’d probably think you’re talking about vegetables. But within my group, we knew it stood for Vancouver Entrepreneur Group. That’s a secret language.
My mentees in the High-Ticket Closer ™ program have their own lingo, such as “HTC AG Leader.” Mentees of the program understand that the term means High-Ticket Closer Accountability Group Leader. Outsiders do not understand this secret language that the community uses. If they search it online, they think it has something to do with information technology.
With my group, when we tell insider jokes, we know what we mean, but outside of that, no one knows what we’re talking about. This secret language is part of your brand. Having your own language sets you apart from your competition. Having your own terminology also sets you apart from the others.
Watch this video about the secret to powerful, personal branding.
2. Create Your Own Branding Terminology
Let me give you a very simple example of personal branding.
You’ve just finished writing a book about sales. You go to Amazon and type in “sales book”, to see where your book ranks in the results. There’s thousands of books about sales out there, so your book is somewhere at the bottom of a very long list.
To stand out from the rest, the author of SPIN Selling came up with the acronym SPIN, which stands for Situation, Problem, Implication, and Need-payoff questions. It was another book about sales, but it was considered revolutionary at the time because no one had heard of the term before. This book about selling became different from the others.
If you come up with terminology for yourself, suddenly you’re not just like everybody else. You’re ground-breaking. A special term like “SPIN” becomes your brand and makes you different. Similarly, developing a concept can set you apart from your competitors.
3. Be The Founder Of a Business Concept
Another way to stand out is to be the founder of a concept that no one else can provide. To return to the SPIN example, plenty of people can teach you about sales but only one person can teach you about SPIN sales.
That’s very powerful. Better to be the first at something than to be different. If you are first, you own the concept. Anyone after you is a copycat.
Another way to distinguish yourself is to come up with your own concept and name your own program. If anyone wants it, there is only the one program.
The Real Estate Intelligence Network was not the first to create a real estate program. But they were the first to create the REIN program. If you want to learn the REIN real estate program, there is only one. That’s powerful.
When I was coming up with a name for my book, F.U. Money, there already were a lot of books out there about financial freedom. I wanted to differentiate myself so I did a survey of book titles and came up with the current one.
I became the only one with F.U. Money.
The book cover shows four columns of coins. They look like four fingers making a statement. It is a unique concept, a catch phrase synonymous with financial freedom. My students now say that they want to make their “F.U.Money” whenever they want to set high financial goals.
It’s also more catchy to say, “I’m going to make my F.U. Money,” instead of saying, “I’m going to work hard and become wealthy so I can become financially free.”
Now that is how I stand out from the crowd. I have my own secret language, my own terminology. My own business concept that only insiders understand. That is powerful branding.
What personal branding do you use to stand out from the competition? Comment below.