Your Brand Identity
On average, most introverts are not cool with being in the spotlight. There are exceptions of course, those who have developed the skill of putting them selves “out there” and being comfortable with it while at the same time they have mastered the ability to consistently take time out for the much needed recharging us introverts need after being center stage for any period of time.
Elements of an Effective Celebrity Brand Identity
A good brand communicates the intended message clearly. Communication is very important. It’s also important that you communicate the intended image you want customers to perceive, rather than giving them the wrong message. In our Beyoncé example, you usually know exactly what type of music you will hear from her as well as the look and feel of her performances.
In order for a brand to work effectively, it needs to be memorable. It needs to stay in the customer’s mind. I think Sasha Fierce has mastered the art of memorability.
What makes Beyoncé unique? She’s a great singer and performer on stage but, so are a lot of female artists. What really makes her shine is how she can dance her ass off and not skip a beat in her vocals, which is really hard to do. Her big flowing in the wind hair is her signature stamp and she knows how to put on an energetic and entertaining show. That being said, not everyone likes her music. She’s not always the best option for everyone, but she is the right option for those who feel her music meets their needs.
One of my mentors would always say, “You’re ideal client has to feel you before they can find you.” All good brands make an emotional connection with their target audience. People identify themselves through the brands they like. It’s just as much a part of a person’s identity as their political or religious affiliation. Beyoncé’s fans feel her and many of them want to be her or at least emulate her style. If your brand identity gets inside your customers’ heads and elicits an emotional response, they’ll identify with it and remain loyal fans. This is what motivates the buyer to buy.
A good brand is consistent. It never strays from the customer’s expectation. Like an old friend, it’s always there giving them the same message. In this way, your brand establishes your company’s credibility in the customer’s mind.
The best brands are timeless. They endure and stay relevant for years or even decades to come.
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