When your brand message is worth repeating, your audience is talking.
Your connections and conversations will result in your brand awareness.
What makes your audience listen? It isn’t your logo. It isn’t your website. It isn’t even your product or service. It is you. It is your unique history, talents, knowledge, and experience. Your values, your beliefs, and your expertise in your field.
What makes your audience talk? When you express values, beliefs and expertise that add value to your message and resonate with others, they will talk with their like-minded friends.
Why does Charlie Sheen keep winning and Lindsay Lohan keep losing? Both were wildly successful in their own rights. Both have addiction and relationship dramas, both have daddy issues and both screw up. Sheen has simply made better personal branding choices. He knows his audience and gives them what they want.
Bret Easton Ellis wrote in Newsweek that Sheen simply “gets” modern celebrity. A modern celebrity is one that doesn’t give a crap about what the public thinks about them. They are going to do it their way, whether you like it or not. Using that construction, Lohan’s problem is that she cares much too much. She desperately wants everyone to like her. She proves that she becomes offended when anyone, say the cast of ‘Glee,’ pokes fun at her expense. Lohan hasn’t embraced any single brand message, thus becoming unlikable. Nothing like an extreme example to hit this point home, and a cool quote:
“Life is not about finding yourself, it’s about creating yourself.” ~George Bernard Shaw
Don’t know your audience?
1. Research 3 potential customers and find out what they would expect from you.
2. Think about your 3 best clients: Who are they? How did they start working with you? Did you meet them at an event? Did you meet them at your kid’s soccer game?