Building Brand You!

Photo by Christine Lewis, used under Creative Commons licence.

When it comes to marketing yourself… you’ve got to be clear about your brand.

So let’s talk a bit about Brand You.  The secret of success is to decide what it is, then be it. Live it and breathe it. Be On Your Brand… in big ways, and in small ways too.

If you’re a business person – look the part. The clothes, the hair, the accessories. Don’t fumble in your bag and produce a tattered notebook, then makes notes in it with a chewed biro. If you do that, you’re undermining your professional message. I once interviewed someone who came into the room carrying a plastic carrier bag. He didn’t get the job.

Image, appearance, attention to detail

At a taekwondo tournament, if there’s a chap who’s taller than me, I’m going to walk on my toes. I’m going to give the impression and illusion of height. Give a firm handshake, pull him towards me –  so that I’m controlling the ring already. A fist bang on shoulder to say “let’s have good fight” – but he feels the force.

Branding is all about detail. When a new prospect comes into the class,  I make sure I’ve had a manicure because I’m going to have to point  and the visitor will look at my hands. If I’m showing a price list, I point with a an expensive pen….that’s how you make an impression.

Then there’s larger scale branding – paying attention to the big picture.

Being part of a strong team brand gives a sense of pride

All Panther Taekwondo classes are structured the same way. There’s the same front desk, the chairs round the side, the flags in same position. These are the flags of different nations so that everyone feels their identity is included . Then if parents go to another class, everything is the same. They recognise the brand. 

When our supporters travelled to watch us fight, we gave them branded kit – starting with baseball caps. The team dressed smartly so that they stood out and look impressive. Not every fighter could be great, or a guaranteed winner – but the whole impression is great. And that lifts every fighter. It makes them feel proud of belonging to something that’s so good.

That’s the power of effective branding.