Marketing expert, George Torok helps businesses gain an unfair marketing advantage over the competition. A bestselling author, he consults with business owners and is available for speaking engagements. Power Marketing is a registered trademark.
Enjoy the marketing insights, tips, and strategies on branding, media relations, promotion, networking and personal marketing. Add your comments.
It's not a logo or a brand staring back at you. It's your
face. That face is a sign that you are a human being.
Don't get fooled by the pundits claiming that you must
have a personal brand to succeed. While they're preaching "Brand or die" they're
fitting you for their version of branding. It's like the used-car sales rep
saying, "Trust me. This car is perfect for you".
Back to the mirror
Smile. Notice the warmth conveyed when you smile. Notice
how friendly you look when you smile. What do you feel is more attractive - a
logo or that smile?
Examine that face. That face is the outward expression of
all your wisdom, experience and character. Brands don't possess any of that. Why
would you trivialize your character by calling it a brand?
Look closely at your eyes. The old expression is "the
eyes are the window to the soul". Behind those eyes are your values, emotions
and personality. Go ahead and wink at yourself. What did you see? Brands can't
wink at you.
Instead of fretting about your brand, get more
comfortable with yourself. Identify and reinforce your strengths because that's
why people will like and buy from you.
Take everything that is you and build better
Those relationships will be far more powerful than any
brand. Relationships are multi-dimensional while brands are flat. Relationships
are living connections between people while brands are corporate attempts to
induce a zombie-like trance on customers.
Some might suggest that if you build relationships your
personal brand will evolve from that. That's okay, but don't focus on the brand
because the brand will at best be a shadow of your personality. If you focus on
shaping the shadow you risk losing the benefits of being a human
Who would you rather do business with - a brand or a