The students in my branding class just reminded of one of the basic axioms of branding: It doesn’t matter what you think. It only matters what your target market thinks.
To demonstrate the impact of brands, I posted six picture of myself in shirts with different logos. I minimized other variables – using the same pose, the same background, the same facial expression, etc. All the shirts, save one, were “polo” style. The idea was to isolate the logos and their respective brands. I then asked the students what they thought of each version of me. Was one was more friendly than others? Was one more stuck up? Was one richer? Another poorer?”
As an afterthought, I tossed in a picture of me wearing a (non-polo) shirt with a dachshund logo (pictured). I bought the shirt on a whim because we have a dachshund (pictured here) and I like the breed. I thought my friends (my target market) would enjoy the (inside) joke.
Well, my students let me know that what they beheld was a lot different than what I beheld. I thought the shirt was cool in an ironic kind of way. They thought it was gaudy and generally inappropriate. (I guess I’m too old to be ironic). One student wrote, “I perceived that one to be more “stuck up” and rich. … plaid button-down shirts are often worn by wealthy Hamptons residents, it screams yacht club, country club to me.” Another student, wrote, “The shirt is crazy bright with pink and purple so he will stand out in a crowd. I barely notice the logo because the shirt screams I am here.” Yet another wrote, “As for the plaid… I’m biased against plaid. I think it looks goofy.”
So, I thought I looked cool but others saw me as stuck-up, rich, self-centered, and goofy. Yikes!
All of which brings me to Miley Cyrus and her recent re-branding at the Video Music Awards (VMA) ceremony. I’ve read a lot of hand-wringing articles about Miley’s twerking. Unfortunately, none of those articles were written by members of Miley’s target audience. In terms of branding, it doesn’t matter much what the parents of Miley’s fans think. In fact, horrifying the parents may be the simplest way to win the hearts and minds of the kids. Miley’s saying, in effect, “We’re in this together. They don’t understand.” That’s a message that always resonates with teens. It’s one of the reasons I liked the Rolling Stones as a kid. My parents thought the Dave Clark Five were just fine but that the Stones “went too far”. Message to me: cue the Stones.
What’s the message here? First, identify your target market. Second, understand exactly what your target market thinks, what they believe, and what they value. Third, ignore anyone who is not in the target market. It doesn’t matter what they think. Fourth, that includes you. You are not the target market. Forget yourself. Brand is in the eye of the beholder.
When I was a teenager, my mother urged me to dress nicely because, “you do want to make a good impression, don’t you?” She even taught me how to iron my clothes so I could make a neatly pressed impression. (In fact, “pressing” clothes and making an “impression” derive from the same root). I remember asking her, “If it’s so important to make a good impression, why don’t you iron my clothes?” She answered with a smile: “It’s not that important”.
Mom also told me (repeatedly) that “you have only one chance to make a first impression.” She didn’t know it but she was speaking the language of personal branding. I’m often asked what personal branding means and I simply shrug and say, “it’s the impression you make”. We all make an impression on others, whether we intend to or not, and that impression is essentially our brand.
Another popular definition is that your personal brand is what other people say about you when you’re not around. Actually, I would distinguish between two different commentaries. When you’re not around, people can talk about what you do or who you are. The what-you-do stories are often interesting (“Did you hear what Travis did?”) but they’re not really your brand. Your brand consists of the who-you-are comments.
While the what-you-do stories can be lengthy, the who-you-are commentaries are usually quite brief – typically, 25 words or less. So your brand consists of the roughly 25 words that people speak about you when you’re not around. (This is a pretty good definition of a corporate brand as well).
If you care about your brand (some people don’t), you need to think about how to get the right words in place. My mother called it making an impression; today we call it managing your brand. But, really it’s the same thing. How do you get people to think of you in the way you want to be thought of?
One big difference between my mom’s era and today is the arrival of social media. In my mom’s day, making an impression typically meant meeting somebody face-to-face. Or it might have meant a good cover letter and resumé. (Mom was a great copy editor). Either way, it was personal.
Today, it’s not so personal. I can make a first impression on someone I’ve never met and never even heard of. Recruiters might look me up on LinkedIn. Friends of friends might see my Facebook page. Indeed, I hope that lots of people I don’t know will come to my website.
The other big difference from my mom’s era is the economy. My mother grew up in a manufacturing economy, where your skills were important. We’re now in a service economy, where your personality is important. As Tony Tulathimutte points out in The New Yorker, “Success in a service job … often involves getting people to see you as competent and likeable. … Now that what we have to offer in the service economy is ourselves, the rules of branding apply to us.”
So how do you make a good first impression these days? Think about the 25 words you want people to say about you and then work backwards. If you want people to say you’re intelligent, you better learn to write (and spell) well. If you want people to say you’re a good manager, then highlight your management expertise. As my mother used to say, “just remember to put your best foot forward”. Oh, and learn how to iron
The first thing I know about a person is often their e-mail address. From that small scrap of information, I start building an image of what the person is like. If you think first impressions are important, think about what your e-mail address says about you. Your e-mail address is often the first element of your personal brand.
Some people use their e-mail addresses to identify their hobbies or interests, like email@example.com or firstname.lastname@example.org. But I’m usually more interested in the information after the @ sign. If I receive an e-mail from an @aol.com address, I think the sender is over the hill and out of date. If it comes from a cable company (e.g. @comcast.net), I think they’re not very technically astute. If they change cable companies, they’ll have to change their e-mail address as well. How boring!
I thought I might be alone in these perceptions so I was interested to learn that no less an authority than the New York Times‘ David Pogue has similar biases. In an article in yesterday’s Times, Pogue introduced Microsoft’s new e-mail service. In passing, Pogue referred back to Microsoft’s previous service, Hotmail. Pogue writes that, “Even today, a Hotmail address still says ‘unsophisticated loser’ in some circles.”
For these reasons, I was deeply disappointed when Apple tried to shift its e-mail service from @mac.com to @me.com. My e-mail address has long been a variant of email@example.com. Part of my personal brand is that I use a Mac. It’s OK with me if people know that. Maybe they’ll think that I “think different”. When Apple changed it to me.com, I was horrified. In my humble opinion, anyone who uses an e-mail address of firstname.lastname@example.org is self-centered at best or a psychopath at worst. Even if I think “it’s all about me” (and I do sometimes), I don’t want to project it in my personal brand. Thankfully, I can still use @mac.com designation and I hope I always will.
I teach my students that they need to think about their personal brand. It’s important for getting a job or a promotion. Your brand is a combination of how you behave, how you speak, how you dress, and so on. Each of those sends clues about who you are and whether you’d be good teammate or not. When you think about your brand, begin at the beginning — your e-mail address.