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Branding: How to Find Your Brand Purpose
 
05:11
** Download THE HUMAN GUIDE TO BRANDING: http://thehumanguide.com/ *** Today, I am going to show you an easy way to define your purpose. Whether you’re looking to uncover your life mission, or build your company’s brand story, I’ll share with you the way I brought clarity and direction to my life and to my business. I want to share with you some powerful keys to defining your personal or business brand purpose. What I didn’t realize at the time, was that I was actually hungry for a bigger idea — a well defined purpose and vision behind WHY I was running the business. The result for me was that when things got tough, I was quick to just drop the business and move on to another idea. Looking back, I recognize that many of my customers could probably sense my lack of enthusiasm. I mean think about it, who would want to work with a brand that carries very little passion for what they do? Things turned around for me when I saw a TED talk by author Simon Sinek. During his presentation, Sinek explained that while most people know WHAT they do and HOW they do it, it's the WHY that creates emotional connection- and drives action. Simon explained that the part of the brain that processes the WHAT and the HOW of your story is called the neocortex. The neocortex is responsible for processing rational and analytical language. So when I tell you that I am a brand consultant, your brain processes this the same way it processes that you need to pick up toilet paper at the grocery store today. It isn’t very engaging right? But the WHY in your story is processed in a completely different part of the brain — this is called the limbic system. It is the part of the brain that triggers emotions like trust, fear, and happiness- and also the place in the brain that drives behavior and decision making. So when I tell you that I do brand consulting because I believe in the importance of identity and connection — so I help brands to understand who they really are so they create strong human connections with their customers — now I am triggering the same part of your brain that makes you cry during the notebook or happy when your football team wins a game. Now great brands do this really well. When you think of Nike - you immediately picture great athletes, the swoosh, the JUST DO IT slogan way before you even get a picture of shoes in your head - you are feeling the story that NIKE has told about their brand. That’s because NIKE drives their marketing from their WHY “To bring inspiration and innovation to every athlete in the world. If you have a body, you are an athlete.” Notice their mission statement says nothing about their WHAT (shoes) or their HOW (how the shoes are made or how they are unique). So I began to look at what I believed in and why. What was I great at? What was I passionate about? What value could this passion offer to the world through my business? For me it is the belief that understanding and appreciating yourself reveals a magnetic identity that attracts human connection- and I was great at pulling this out of people. So I put the words down on paper and then began to build my entire brand narrative around that belief. For the first time, my brand felt genuine and personal. It felt like me, and it felt attractive. Additionally, I gained a strong mission worth fighting for when things got tough. I understood WHY I was going to work every day. I now had a strong satisfaction of working out of my purpose. This passion spread to my clients — where they were becoming excited when we worked together and greatly valuing the work I did with them. Today, I am operating a business that is well crafted around it’s purpose. There is no vague “work-for-work’s sake”, or “just another day” mentality. Every day, I go to work filled with passion and energy because I understand why I do what I do, and my WHY matters to me and to my customers. Would you like more expert advice on branding your business? Well I’ve recently written my first book, It’s called THE HUMAN GUIDE TO BRANDING. Today I’m making it available — FOR FREE This book is filled with helpful keys that will educate you and empower you to build a strong, lasting brand. To receive your free copy visit http://thehumanguide.com Music: "We Sing" by Grande Baliad. Produced by Steve Dresser. https://grandebaliad.com/
Views: 138 Branding For Humans
Branding: What is a brand?
 
04:24
** Download THE HUMAN GUIDE TO BRANDING: http://thehumanguide.com/ *** What is a brand? What is branding? What's the difference? When I ask business people what they think a brand is nine out of ten usually get it wrong. Over the years, the word “brand” has been has been used to describe all kinds of things that it’s not. So today, I want to bring clarity as to what this term really means and empower you to build a better brand for yourself, your company, your product or service. I’m Richard Ensley, brand consultant and founder of Priest & King. Today, I want to clear the fog on the definition of brand and branding. Now these words get used pretty loosely these days — so much so, that most intelligent business folks can get a bit confused So let’s first eliminate a few common misconceptions. A brand is not a logo — it is not a product. It is not a company — it is not marketing — or design. It is not packaging — is not colors — mascots or slogans. Now, I can tell you that a majority of the companies That I’ve worked with believed these elements were the brand — To be fair — they were partially right. These are products of a brand — but the brand is much deeper — Much more interactive — and much more human than these elements. So what is a brand? Well I have found that many experts and agencies define “brand” In their own unique ways — it seems split between two different school’s of thought. Many experts believe a “brand” is a combination of everything a company or service says and does — and the way they communicate it, express it or visualize it — while other experts believe a brand is simply what the audience believes about the company — Their experiences and perceptions of that product or service. I subscribe to both of these theories. At Priest & King, we believe that a brand is a story and a promise combined with actionable core values, beliefs, identity, behavior and personality to create a strong narrative. We also believe that the audiences perceptions, emotions and experiences of a company highly impact that brand’s story. So what about brandING? If your brand is a combination of your beliefs, values and personality — combined with your audiences perceptions and experiences of you — then brandING is simply the act of managing those perceptions and experiences — in a consistent manner. For example: Coca-Cola is one of the most recognizable brands in the world. When I say the brand name, the branding automatically triggers. A variety of sights, tastes and sounds right? You can hear the bubbles, see the red can with white script letters, you may have even just gotten thirsty. Many of you think of fun times growing up or other positive experiences as well. So the branding has triggered the brand — the name, the look, the sound — has tapped into your subconscious experiences and positive or negative perceptions of the product. Did you know that at the root of every marketing campaign that coke produces is their core value “To inspire moments of optimism and happiness”? Their imagery is typically filled with smiles and people in situations where they are happy and having fun. Even their packaging says ENJOY coca-cola. This is branding — shaping the customer’s perceptions and experiences through consistently every commercial, ad campaign, and user experience. Make sense? So what’s the role of the logo? Or their colors? Or their unique bottle shape? These elements simply identify the company — they are basically flags that trigger your perceptions of the brand. Now — you may be looking at your brand or the marketing you are doing and you be saying to yourself — yeah but that’s Coke — they're massive — they're a billion dollar company! — How could I make my brand effective like that? Well — the truth is — I work with businesses all of the time who are developing amazing brands — to stand out in their markets. Not only is it important to have effective branding — you don’t have a choice in today’s business climate — there is more competition than ever before — how are you going to stand out? Would you like more expert advice on branding your business? I’ve recently written my first book. It’s called THE HUMAN GUIDE TO BRANDING. Today, I’m making it available — FOR FREE! This book is filled with helpful keys that will educate you and empower you to build a strong, lasting brand. To receive your free copy visit http://thehumanguide.com Music: "We Sing" by Grande Baliad. Produced by Steve Dresser. https://grandebaliad.com/
Views: 131 Branding For Humans