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Is your brand the most boring one at the party?
Unless you spend all day, every day, staring at your computer screen, you probably get out to social events on occasion. For serious Web programming dudes that may mean having to rent a personality, but hey, it’s only for a few hours, right?
So, you’re at the party, your personal brand is polished (i.e., you’re wearing your best threads) and you’re ready to engage the crowd. You scan the room, find the drinks, then the hors d’houvres table. Sweet! Hot nacho cheese dip! You fill your plate, turn around and … uh oh! It’s Rick. He’s seen you and he’s heading your way. You brace yourself because you know you’re about ready to be subjected to his blathering … about himself, his work, his vacation, his investments, his son’s baseball tournament, whatever. 15 tedious minutes later, you’re certain his picture must be under “narcissist” in the dictionary.
What’s my point? It’s that so many brands behave just like that. Like the person you’d least likely want to see and be stuck with at a party. Their communication is all about themselves. Copious details about their latest models or services and all the new features. Why they’re so much better than their competitors. Or all the awards they’ve won. All that’s missing is the sound of a chest being pounded.
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Why not try this? Be that other person at the party. You know, the one everyone is attracted to … because they’re personable, engaging, intelligent, have a sense of humor and actually show an interest in you. Meaning, they listen. A unique and very attractive quality. Instead of a self-absorbed monologue, they engage in mutually rewarding dialog. As a result, their “brand” is the one that gets invited to more “parties” and whose calls are taken or emails are read.
Imagine your brand being the one people care to be with and hear from. It could be a long lasting relationship.
I’d better end this. My personality rental time is nearly expired.
Henry Russell Bruce is a strategic marketing and Internet marketing firm that uses research, brand-building, advertising, media buying and planning, design, public relations, Web design and strategies to help clients grow market share, generate new business, create brand loyalty and measure marketing results to build and support its clients' brands. HRB, founded in 1973, has offices in Cedar Rapids and Davenport, Iowa. For more information, contact HRB.
