Brands are an unconscious time saver: People’s attention spans and memories are limited. Exaggerate your “core characteristic,” one which cleverly combines your character, charisma, and competency: Don’t those two white wires totally amplify its sleek ethos, charming nuance, and outstanding performance?
Remember, your “white wires” need not be visual: While the Beatles are still known for their “mop tops” (and I guess, so is the Donald), Snoop scored his own show on Music Televizzle, fo’ shizzle. Our persona can be embodied by name and language alone. Of course, our gestures, collectibles, and visual accessories are worth more than a thousand words.
While you should keep current with the trends (that are important to your fans), constantly renewing your style is dangerous: It violates the fundamental precept of branding (see above). Dramatic changes should only be done in alignment with a unifying theme; think about Madonna. (Though, her switch from sexy to spiritual is as awkward as one would expect.)
Occasionally going neutral from your familiar persona can be a good way to test your p’Brand impression. Count how many of your fans remark. Here’s how I’ve done it:
Drab business suits bore me. Moreover, I knew I wouldn’t fit in too easily in my field, dominated by old, white, men. I’m smart enough to know that with some audiences, it’s best to go with a dark suit, white shirt, and red tie. But I felt my youthful exuberance and imagination are worth accentuating.
I talk fast, translate MBA-level strategy into colloquialisms, and gesticulate better than the Karate Kid. What more can I do to stand out? Flashy ties are a cliché (besides, I don’t like wearing them chokers).
But I’ve got a penchant for mixing and matching colors like a bad acid trip. So I’ve set out to become known for my eye-popping blazers: Business, creativity, and showmanship, all wrapped up into one.
Last week, I met a colleague at the bank branch he manages. To be introduced to his superiors, I donned a navy suit, tan shirt, and a tame scarlet tie. His eyes popped to a grin, “What? No crazy jacket today?” He leaned over to his partner, “This guy’s got the wildest suits!”
I smirked at his quip. It tells me my fans are noticing, remembering, and talking about me, exactly how I want. I’ve branded my persona onto his mind: My “white wires” may be a 4-button saffron jacket and a striped chocolate shirt. What are yours?
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