Men
Categories: Career

Although this online topic has been chewed up and spewed out countless times before, I’ll dare not copywrite this into another regurgitated story from the marketing cow’s stomachs of secrets. This cattle/Harry Potter reference is proof enough why we all can’t be marketing geniuses, myself included. If we were, we’d all be calling the shots and wringing in that juicy money

Apparently, there is abundant science behind branding and building an image but social sciences were never the ones to give definitive results. Let me explain: Emotions are unquantifiable, immeasurable, right? It is not like you can hold someone’s hand and estimate: “Alright, this one has two jealousies, this one has six envies, and this one has a ton of regret”. Point being, there is no way to be absolutely sure how we will appeal to someone else’s human nature.

Therein lies a challenge which marketing is eagerly riding like a rodeo. You see, marketing is a “cause and effect” type of business focused on gauging responses and acting according to trend predictions. Lots of statistics, lots of evaluations…

So where does company branding come in? Picture your brand as the heart and soul of your business ventures! It defines who you are, whereas marketing is “just” the eyes, ears, nose, and all other senses which gather external data and help you respond adequately to suit your agenda. And being well aware of your image, the message you are sending, and the communication you are establishing is what separates the pros from the amateurs.

Yeah, but why should I be concerned with marketing?

Look, when artists like Lady Gaga, Beyonce or Rihanna make an album, they don’t just upload the videos and YouTube and wait for the magic to happen. Millions are invested to release and promote music content, which is thoroughly planned in advance, produced and distributed. The principle is the same even if you are just selling fruits and vegetables at the market: You’ll make damn sure patrons come to you first by giving out free samples and other discounts.

Whatever young minds think, we all have to contribute to the economy in some way or “sell ourselves”. It doesn’t matter which vocation you choose, we all need to charge for the things we are good at. Yet in order to sell your craft, the thing that will separate you from the rest of the competition is your story – something that people can relate to (or as my therapist tells me, to appeal to people’s empathy). So ask yourself first: What do you intend to sell? What makes your story unique and relatable? What do you want to be remembered by? What makes you – you?

You see, marketing is all about engaging potential clients, giving value to your product/service, and working on establishing a loyal following. But if all these promotive aspects are to bear fruit, people need to associate all your business qualities with one simple moniker. Think of it as a business card, a summation of everything you and your company believe in.

What type of brand name gets more traction?

People Holding paper

As precise as definitions are, they are long to be considered names. You need a bite-size name, one which is able to encapsulate the entire philosophy behind your business. For instance, if you were writing a novel or directing a movie – you need a catchy title to entice potential readers or viewers. Here’s an example, what do you feel resonates better: “A region of space having a gravitational field so intense no matter and radiation can escape” or “a black hole”? You see, branding is all about captivating the imagination of your users, painting a picture that fuels their fire. If your story isn’t convincing, the brand won’t sell.

Why some brands have intrinsic value and others don’t?

Just like regular birth names among people, a brand is used to identify and differentiate a company, organization, group – anything that brings people together. According to SquadHelp, one of the largest business name development communities, a brand name is a basis upon which you establish communication with an audience and develop your marketing strategies. It assumes certain values, associations, and other properties which people may or may not identify with. That is why your brand name alone is potent enough to even make or break your business. So remember to play your creative cards well if you want to stay at the top of the competition.

Successful brands are able to engage their clients in understanding the philosophy behind the whole enterprise. They open discussions and diligently work on maintaining positive public relations. And most importantly, they provide associations to consumers so that the name itself has a multitude of meanings and values.

How to choose your brand name?

If you were to pick a random name right now, surely many characteristics, traits, and symbolic meanings will flood your mind. Remember, there are no strict rules about how a brand name is supposed to correlate with your business. The only important thing is to make a clear connection between the two. So if you were a chef for instance, and your restaurant’s name is “Horse Deli”, what makes this animal the perfect symbol for your business ventures and not a whale, bear, or iguana? Brand name options are practically limitless but how we use our wits, creativity, and sentiments to spark other people’s imagination is what really sets the competition apart.  

Knowing how to present yourself to customers

One of the best examples of working on your presentation came from RuPaul’s All Stars 2. Drag queen contestants were challenged to sell their custom brand products with the help of a marketing specialist who explained that even the most mundane products can be sold if you put them in the right context. Roxxxy Andrews, who intended to sell glue for wigs, was asked what made her glue special? Although Roxxxy didn’t have an answer, she expressed how she is known for her tiered wig reveals and whipping her hair back and forth without it flying off the head. And that was the selling point!

The glue itself was indeed nothing special but Roxxxy was known for her skills and performance qualities which could easily sell the product. This advice may have not won her the challenge (because Alaska slayed it!) but it revealed some marketing 101 tips to the viewers which everyone can use to fuel their business operations. Presentation is all about knowing the merits behind your brand and using them to your advantage.

Conclusion

Some brands are simple, some are complex with a lot of perks, some are old, and some are one of the biggest players on the market. Yet all of them started from nothing to build their reputation and establish themselves on the market. We all have an equal shot at this so put your finger on your head and think real hard what makes you – you. And most importantly, remember to be yourself because people can smell it when brands become fake or forced. Just do you.

Did I miss something to say? Tell me what you think in the comment section below and share your opinions and experiences with branding and building an image.

Some brands are simple, some are complex with a lot of perks, some are old, and some are one of the biggest players on the market. Yet all of them started from nothing to build their reputation and establish themselves on the market. We all have an equal shot at this so put your finger on your head and think real hard what makes you – you. And most importantly, remember to be yourself because people can smell it when brands become fake from forcing the issue. Better to act a fool and make mistakes than to pretend to be something you are not.

Did I miss something to say? Tell me what you think in the comment section below and share your opinions and experiences with branding and building an image.