Pre-Ramble: If you want to be a player in this age of long-tail specialization you’ve got to have a “focus” … “content area expertise” … an “identity” … You’ve got to be a “brand.” (And, if you’re Russell Brand, you get to be a Brand brand … ).
These days, a unique, focused and snappy “presence” is what it takes to gain traction around your agenda. Brand-identity expert Alina Wheeler discusses the evolution of “the brand” in terms of competition for recognition on an individual level …
“In the competition for recognition, … the battle for physical territory has evolved into the competition for share of mind, … every business [is concerned with] the brand imperative, and even individuals are challenged … to become walking brands.”
Face it, in today’s “velocity of life,” if you don’t have your “elevator speech” polished, practiced and poised, you can pretty much forget about being hired for work, or, at the very least, being memorable in any meaningful way. (Could there be anything more tragic than unrealized memorability?)
Luckily, there are lots of books and businesses out there to help you define yourself personally, professionally, visually, narratively, digitally, virtually … Writer and business management guru Tom Peters leaves no exclamation point unused in his pointed, free-style, motivational tome, “Brand You: Fifty Ways to Transform Yourself from an Employee into a Brand that Shouts Distinction, Commitment and Passion!” Brace yourself for a barrage of pithy (if slightly dated) thought-bites on the new Brand You, like …
- Getting started now: Perform a Personal Brand Equity Evaluation. … And, create a Yellow Pages ad for … you. ( … a what?)
- We need a snapshot: What does Brand You “look” like? “Feel” like?
- The Brand You currency: WOW Projects!
- Commit yourself fully to The Project Life.
- “Inc.” yourself. Mindset: I AM A COMPANY.
- You ARE your Rolodex! … ( … your what?)
K.I. S. S. … Keep It Simple Stupid … Less is more … Others, like the brothers Heath, Chip and Dan, authors of “Made to Stick,” (2007) discuss the properties of memorable, marketable ideas that ”capture people’s attention … and hold it.” Chip ’n’ Dan claim that the more simple and pared down a concept or idea, the easier it is to understand and remember. Their advice — pick ONE THING, and go with it!
Hmmm … Mother Nature bears this out – most critters have a designated skill-set. Take the honey bee for example, … There are distinctive yellow and black stripes and that whole buzzing thing, … but in terms of primary products and services, they’re all about nectar procurement and processing, with pollination as a by-product. That’s it. You don’t see honey bees diversifying into air travel, insurance, or the cornbread business.
But what about individuals with more than one strong skill-set? How do multi-faceted folks pare down to their essence in order to generate buzz? Take Leonardo Da Vinci for example …. Painter, sculptor, architect, musician, mathematician, scientist, engineer, inventor, anatomist, geologist, cartographer, botanist, writer … Here is a guy who is widely considered to be one of the most “diversely talented persons ever to have lived.” Italian historian Giorgio Vasari gushes …
”In the normal course of events many men and women are born with remarkable talents; but occasionally, in a way that transcends nature, a single person is marvellously endowed by Heaven with beauty, grace and talent in such abundance that he leaves other men far behind, all his actions seem inspired and indeed everything he does clearly comes from God rather than from human skill. Everyone acknowledged that this was true of Leonardo da Vinci, an artist of outstanding physical beauty, who displayed infinite grace in everything that he did and who cultivated his genius so brilliantly that all problems he studied he solved with ease.”
How does a transcendent “archetype of the Renaissance man” pick ONE THING, and go with it?
The Take-Away: I think there’s value in crafting a simple, resonant brand-identity in today’s marketplace. I just hope that people like Leonardo break out every now and then to show us what else they’ve got.
Post-Note: I got to wondering about what Leonardo would do to promote his brand in the 21st Century? … Go on Stephen Colbert to talk about hydrodynamics? … Chat with Piers Morgan on the scandal surrounding his uncompleted “Adoration of the Magi“? … Dish on Oprah about his BFF Machiavelli? Surely he’d be a featured speaker at TED, … Would the “Mona Lisa” have a fan page?
