The “Me” Brand

We were taught all through the 80s and 90s to say, “we” and “us” before “I”. It was all about giving credit to your peers before yourself. But, by doing this how were we supposed to stand out, above and beyond the rest? You didn’t and if you did try you were considered ruthless, untrusting or self centered.

A life changing moment for me occurred, during my days at the Coca-Cola Company. In 1998 my mentor spoke to me about positioning myself as a brand. She used Sprite as an example, telling me the story of how the older generations were the Sprite drinkers. But by affiliating the brand with the NBA, and targeted advertising, Sprite became the #1 soda amongst young adult white and African Americans. At the time, I didn’t get it. Then, I started watching her interact with senior VPs, clearly positioning herself as the expert on youth marketing. Then, I realized, I was jack of all trades master of none and I needed to represent something, something of value to the company and my future. I needed to identify my expertise and present it via my true personality. It’s called Me (the positioning) Brand. Corporations are doing it every day. They have entire departments that focus on nothing but making sure a brand is positioned with the right promotion, price, and at the right place. So why aren’t we doing the same for ourselves. Does it go back to being taught not to brag, and to say “we” versus “me”? Positioning yourself as a brand and doing it successfully is not easy, but an absolute necessity to succeed in today’s massively competitive workplace.

The “Me” brand is making sure that there is no doubt what your expertise is, your passion about, and focus on.

Importance of Positioning
Jack Trout was responsible for coining the term "positioning" in the early 1980s. Although a few years have passed since his book, “Positioning: The Battle for Your Mind”, was released, the core ideas it expressed are just as true today. Basically, positioning refers to the way a product, service, or person is presented to the buying public. Definition of Position: bodily attitude or posture, a stance. It's all about perception and perspective. In other words, your positioning should show your true self and do it with honesty and integrity; it should exude your expertise and personality. Only then will you win your audience. For example, the band Milli Vanili not only lip-synced the songs, but it wasn’t their voice on the track. They could dance, and look good doing it but lied – Done and Done! The best, most successful Me brand positioning has to be Oprah Winfrey. That is absolutely, self explanatory.

Take a look at the below and think about Oprah. Does she fit all categories? Do you? If not, you need to!

Be Present in their Presence
· Listen, between the lines
· Repeat what they said earlier as a reference point
· Always thank them for their opinion or input, regardless
· Smile, smile, and smile with your eyes
· Encourage, and inspire
· Never ever forget their name!

Teach People
· But, only if they ask.
· Never teach a subject you are NOT an expert on – admit you don’t have the answer
· Invite feedback and always say, “did I answer your question?” or “did I support you”?”
· Provide testimonials, honest ones, not made up by a friend!

Lastly, stay visible, but choose your visibility wisely, and never ever over stay your welcome!

Here is a list of people who have done an incredible job at Me branding:

Person
Donald Trump Real Estate tycoon
Clark Howard Consumer buying tips
Stephen King Fright
Don King Bad hair and boxing
Richard Simons Exercise
Susie Orman Finance Guru for women
Tony Robbins Inspirational Speaker

Now there is a flip side to Me branding. That’s when your Me branding works in the negative. Again, Positioning is everything. Branding is another. Milli Vanilli was a brand and a very well known brand, but they became more popular in the negative. Singer Bobby Brown is another example of the negative. He is now known as a “bad boy”. Drug and alcohol is part of his personality. Do we remember him in the Me branding positive. Not really.

As a Life Coach, I have had to determine what my niche, or area of focus would be. I decided I would figure it out as I move along in my coaching profession. Knowing what I knew about branding and positioning yourself I felt, as long as I stayed true to my personality, showed integrity and respected my clients one day it would just connect. And it did, I learned that I was really good at helping people find their true passion and purpose in life. I help them discover their expertise and identify their talents so they could sore their personalities and accomplish goals and dreams. So, as you are out in the day to day, allowing life to happen (because it does), pay attention.

Author's Bio: 

Sandy made her way up the ladder of the largest companies in the world, such as Coke, Pepsi and Omnicom Ad/Marketing agencies.

She has worked in every area of marketing from grass roots to writing extensive strategic marketing plans all leading teams on successful execution for key corporate initiatives. After 15 years, Sandy has an amazing understanding of consumer attitudes and behaviors - the why behind the buy! Over the majority of her career she is a marathon runner, and double digits of fitness adventure challenges what she calls, “attitude fitness”. After 9/11/01 life changed for Sandy. She left the corporate World and trained to become a Life Coach. She’s known as The Alchemy Coach. She helps individuals and businesses become a long line people passionately desire. She believes, “ We only have (snap) moments, so live your purpose with passion… attainable dream IS possible…if you have a vision and see it, then it WILL be!