What Is Your Unique Promise of Value?
Many people think branding is about creating an image, so they focus on spin and packaging. They thinks it about persuading people to believe in something that may or may not be true. Establishing an image for yourself can be done from the surface, but creating a strong personal brand requires digging deep into your values. Here’s an example…
An image is an external representation of a person.
- Continually experimenting with new musical ideas and images, Gaga’s musical and performance style is the subject of much analysis and scrutiny from critics.
- Public reception of Gaga’s music, fashion sense and persona are mixed.
- When Gaga briefly met with US president Barack Obama at a Human Rights Campaign fundraiser, he described the interaction as “intimidating” as she was dressed in 16-inch heels making her undoubtedly the tallest woman in the room.
- She professes that she is “liberating” herself by constantly reinventing her sound and image, insisting that she has been drawn to such a practice since her childhood.
This is what she does. What she does on the surface is what molds her image.
A personal brand is an individuals unique promise of value.
Stefani Joanne Angelina Germanotta
- Better known by her stage name Lady Gaga, is an American pop-singer, songwriter, activist, record producer, businesswoman, fashion designer, philanthropist, and actress.
- Besides her career in music, Gaga has also contributed to various charities.
- For natural disasters, Gaga has helped various relief efforts.
- In 2012 she launched the Born This Way Foundation (BTWF), a non-profit organization that focuses on youth empowerment and issues like self-confidence, well-being, anti-bullying, mentoring, and career development.
These are the reasons why she reinvents her sound and image. These values were instilled in her since she was a child.
Some people will never understand Lady Gaga. Because of her image, many people will never experience the mark of her personal brand. This isn’t because Stefani has a gap between her image and her brand. On the contrary, these two things are very much in alignment. Some people won’t ever understand her simply because what she values doesn’t align with those people who can’t relate to her.
You don’t have to be a Lady Gaga fan to be an advocate for career development, philanthropy or charity work. Many of my personal values overlap with hers, and because of that, I’ve become a big fan of Stefani and her foundation.
So let’s talk facts. Successful brands are based in authenticity. They stand for something – not everything – something. Strong brands have done their digging, and have a very clear understanding of how they want the world to see them – but most importantly, they know why they want to show up the way that they do. Their why is their unique promise of value.
Consider these brands:
- The attribute most people use to describe BMW is performance.
- The attribute most people use to describe Apple is innovation.
- The attribute most people use to describe Oprah is philanthropy.
These words are used repeatedly because this is what is true, genuine and real about them.
I hope these example help to clear up any confusion about Image vs. personal brand. Now, let’s talk about YOU. You don’t have to be Lady Gaga or Oprah to be a strong brand. It’s time to discover your one attribute – a powerful word you want other people to use when they describe YOU.
Imagine having a branding iron strapped to your hip. Every time you come into contact with another person, automatically your iron turns on. During the interaction [hours, minutes or seconds; the amount of time doesn’t matter], your hot iron will leave a mark on that person.
What does the mark say?
In the past 24 hours, was there a moment when you may have left a different kind of mark on someone? Remember, actions [including body language] speak louder than your words. If you get stuck, check out this eCourse – My Reputation.
Tell us what your one attribute is. Post it in the comment section of our Facebook post.
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