'Be the Wish Chip.' The Value of a Good Brand
Your coffee, your breakfast, your shoes, your bras… your music, your phone, your hairspray.
Brands surround you each and every day. From the moment you open your eyes, you’re bombarded by branding messaging. You’re creating a look, curating a life, living an image. So how do you do it authentically?
Authentic is a word that marketers throw around like ticker-tape confetti. It’s a word that doesn’t truly describe any actionable item… in fact, it’s so subjective that it can be, at times, misleading.
Authenticity is something that you, the reader, viewer, brand-supporter, determine for each brand you interact with. So you see, it’s really up to YOU.
How does a marketer unlock the key to mass appeal? They create a brand voice and tone… test it and, if it doesn’t work? They start again!
Finding the right branding is like being the wish chip. As my friend Jessie-Lynn says, the wish chip is the best chip in a new bag… the biggest, crunchiest, most amazing chip you can find. Separating the wish chip from the crumbs is easy – but first, you need to figure out who wants the wish chip. The key to solid branding is to understand the “you” you’re marketing to.
The #VixFix: Write a persona! A persona is a description of the person who would buy a product. How do you do this for a talent (ex: your personal brand) or info-focused brand? Write about the people you wish to interact with. Business, is generally, the goal for all digital media marketing, but with info and talent brands, this is more of a “long lead” process. You need to show people the wish chip side of you in order to see if you’re their kind of wish chip and then you can keep giving them the wish chip for all the services you provide.
See? Branding tips ARE everywhere, you just have to look for them.