People amaze me. I never get tired of the stories that comprise the life of another human being. They've been places I haven't, done things I haven't, and have skills I don't possess. It's these pieces of humanity that make people interesting.
What bums me out is when others don't see it that way. When they choose to hide who they are, where they've been, and any other sparks of individuality that make their story worth hearing. That story is woven into the brand of your company, whether you like it or not. The way I see it, you can either embrace it and tell it to its fullest or hide behind the mask of what you think others want to hear.
Take off your mask.
It's been a couple days since the riots in Minnesota erupted over the wrongful death of George Floyd at the hands of police. It's all that's been talked about on the one social platform I use, LinkedIn.
Something that has been said repeatedly is this: if you don't say anything, you're siding with the racist status quo. But it seems to mean "if you don't say anything on social media then you are siding with the racist status quo."
I have said things. I have spoken to people. I do have strong feelings about the wrongful death of George Floyd. I do have strong feelings about protesting. I do have strong feelings about seeing other people get hurt from rioting/looting. I do have ideas on how to move forward.
But sharing them on social media is not going to help me make a change. Limiting the extent of my involvement to posting a picture of a black square, sharing a hashtag, or espousing my non-expert opinions about sociology, law enforcement, and politics as an irrefutable truth would be haphazard, noisy, and unhelpful. In fact, I can't think of a more blatant abuse of privilege.
What am I going to do? Be someone who listens. Have meaningful, real discussions with real people. And, of course, do my job educating people, ALL PEOPLE, on how to better brand their business. That's what I'm good at. That's the truth I can tell.
If you want to join me in having a real discussion use this link. It'd be great to talk with you.
I'm a huge Jordan Peterson fan. I've read his books, I listen to his podcast, I watch his YouTube videos, and I seek him out on other people's podcasts as well.
I've even caught myself repeating some of his phrases to others. Things like "set your house in order before you judge the world," "hierarchies are built on conscientiousness and competence," "tell the truth or, at least, don't lie," and "walk the line between chaos and order, that's where you find fulfillment."
You might think it's impressive on my part (and if you do, stop it, you're making me blush), but it's impossible to forget those ideas if you listen to the guy more than once. Truth be told, he doesn't deviate a whole lot from a few central tenants, which makes them easy to recognize and remember. It's these central ideas that become the pillars for all his other ideas to stand upon. Even when he does deviate, you can link it back to his core beliefs.
What does this have to do with branding?
Beat the hell out of one idea and let your brand become known for it, that's how you gain brand authority.
If you aren't getting tired of touting your idea about how the world should be different, then you aren't sending your message enough.
An anecdotal example: I've tried to become synonymous with the word "rebel," I've been using it for over a year. It wasn't until a couple months ago that I started having others say the word to me. Point being, it took more than a year of getting that idea out there to have others recognize it and associate me with it.
Say your idea. After that, say it again. Finally, say it again to my face. Eventually, I'll remember it.