BOLD Truth #12

Each of us is a brand. And good brands, just as in the world of marketing, can typically be described in a handful of words. Harley Davidson represents “mature rebellion.” Charmin’ is know for being “squeezeably soft.” FedEx is “absolutely, positively overnight.” Volvo means “safety.

So what is your brand? Are you the loquacious one? The tall guy? The near-genius? The God-fearing person? The true friend?

This issue came to the forefront when a mayoral candidate in our city asked me for help with her communications and messaging. We first had to figure out her brand — and it was essentially that she is the “kinder, gentler, compassionate candidate.” Despite the fact she’s a politician, that brand description fits her perfectly. And so I wrote headlines and ad copy that communicated that persona. Funny, but in this day of angry, divisive politics, voters seem to appreciate that brand essence. She beat the incumbent mayor by a 2 to 1 percentage in the primary election. We’ll see what happens in the November election — but, in the meantime, she will be true to her persona, no matter how angry and accusatory her opponent gets. “To thine own self be true” wrote the famous playwright. The best brands do that, and communicate it with specificity, a creative twist, and consistency. And, usually, people like to “do business” with people/brands they like…the kind that are fun, engaging, friendly and real.