By Kyle Harris, ASEA Creative Director
My first lessons in branding came well before I became a graphic designer; they actually came from Michael Jordan. I love all sports, but as a kid I paid especially close attention to Michael Jordan.
My first lessons in branding came well before I became a graphic designer; they actually came from Michael Jordan. I love all sports, but as a kid I paid especially close attention to Michael Jordan.
Jordan is the embodiment of good branding. As I watched him play, I became emotionally invested. I wanted to be him. I wanted his shoes, I wanted his posters, and I even started sticking my tongue out when I’d play basketball. Something about him reached me and made me want to be different.
While I didn’t quite know it at the time, I was Michael Jordan’s target demographic. His personal brand spoke to me.
In direct sales, one of the best things you can do for your business is develop your personal brand. When people meet you, you want to leave them with the impression that Michael Jordan left on me. The people you come in contact with should want to be more like you because of the way you make them feel.
There are five elements of branding you need to understand to help you become the Michael Jordan of directs sales:
Audience Knowledge
Branding is about people. Why? Because people want to be part of something bigger. Your audience wants to feel like they are a part of something more, and it’s your job to help them realize it. To do this, you need to get to know the people you are reaching out to. Jordan knew that his fans love basketball, he also knew that they were willing to do whatever it took to be more like him, even if that meant dropping $150 on a pair of shoes. When you are pitching your opportunity to people, focus on showing them what it means to be part of your team.
Uniqueness
Brands matter. They add value to the world. They have great economic and social influence. Branding is content. Getting this content across to a consumer is critical for the success and resonation of your message. Your brand needs to stand out from the rest. When Michael Jordan signed his endorsement deal with Nike, no one knew about Air Jordans. Michael Jordan created a unique brand with Nike. He wore shoes no one else was wearing. He was even fined $5,000 per game for wearing unapproved shoes. He was that invested in his brand. He took a risk, and people[LJ1] remembered him for it. When you build your personal brand, don’t be afraid to do things a little differently. Create something memorable.
Passion
Branding is a love story, a two-way process. People can easily recognize when something is bogus, so don’t try to fake connections or information. Love your customers and go out your way to help them feel important so when they think about your brand they feel connected to you. . It’s easier to love a brand when the brand loves you back.
Consistency
How do you want people to perceive your message? Brands are a matter of context, and that context enhances the reach of your messaging, advertising and communication campaigns. With consistency, people begin to understand your message. Your consistency will increase the likelihood of your target audience acting on your message.
Branding is a journey
Your personal brand doesn’t develop suddenly and all at once. A good brand walks alongside its customers and transforms as the needs of its customers transform. For your business, ask for feedback from your team or your customers. Their feedback will allow you to steer your brand in the right direction.
Developing your personal brand allows you to reach new people in a powerful new way. While the process of branding takes time, it is worth the investment to start growing your business.
