What do I mean? If Donald Trump puts his name on anything its value quadruples because of who he is. Take two buildings standing side by side. It costs the same to build them both but if you add the Trump name to one, its value would soar above the other. When David Beckham puts his name to something it sells out. When Apple produces a new product it out-sells its rivals. This is because many of our favourite brands have a perceived value to us. You are emotionally attached to certain products or services. As a result, leaving that brand relationship to use a competitor is highly unlikely because of that emotional bond.
We all have a brand that we love, but you need to ask yourself this question: do your clients feel the same about you and your service?
Married to the brand
Like marriages, brand relationships start off with a first date, then a second and a third, which eventually leads to engagement and then marriage. Every time the public comes into contact with you or your organisation you are on a date. It could be a conversation on the phone or a meeting or even an advertisement.
Developing your brand equity
Golf brands all have equity, yet personal branding or marketing in the UK is not promoted like it is in the US, even though we know the difference is not always what you know, but WHO you know, and not what you say, but HOW you say it.
Here are guidelines for you to develop your brand equity in 2009. This is a valuable exercise.
- List 2-4 products or services you are known for. Now list 1-2 additional items you plan to be known for by this time next year.
- List 1-3 ways in which your current job or project is challenging you.
- List 1-3 new facts you have learnt in the last 90 days.
- Your Visibility Programme beyond the club gates: list 2-4 ways in which you are visible locally, regionally and nationally.
- List 2-3 names you have added to your address book in the last 90 days, from within the industry and from outside.
- What activities are you going to undertake over the next 60-90 days that will enhance your CV?
- List 3 ways in which your CV/Profile today is different from this time last year.
Questions are the Answer
Just like playing a round of golf, what you focus on in business has an impact on your state of mind. Create a habit of asking yourself what you want in 2009.
"I don't want to go right," or, "Don't miss it on the left" are the on-course equivalents of walking into the supermarket with a list of everything you DON'T want. Imagine what your actions would be like with a shopping list of what you DON'T want: quite erratic, walking up and down aisles you don't need to be in.
Get into the habit of asking yourself what you DO want. The brain needs clarity even for the smallest tasks. It craves clarity of intention.
The traffic lights test
To take 2009 to the next level there are some more questions you need to ask yourself, and you need to come up with the answers. I have my personal clients ask themselves these questions every month. Draw yourself a set of lights and then write the following questions:
RED: What do I/we need to STOP doing; the factors that are restricting my/our success?
AMBER: What do I/we need to KEEP doing; that makes me/us successful?
GREEN: What do I/we need to START doing; that will make me/us more successful next year?
Have a great 2009.
Jamie Edwards is one of Europe's leading mental game coaches. He founded Trained Brain, a peak performance consultancy in business and sports that has worked with athletes at the highest level, from the Rugby World Cup, Ashes test cricket, Ryder Cup golf, Premier League football and World Cup Extreme Sports events. Jamie is mental coach for the All England Tennis Club, and he helps executives and individuals think differently in order to achieve more.
Contact Trained Brain for further details on the psychology of persuasion and on communication seminars:
T: 01457 877 722
W: http://www.trained-brain.com/
