Yesterday I asked my sisters (18 and 16) what they wanted to be when they ‘grow up’. Jillian (18) advised she wants to be a Fashion Editor. “Oh great!” I replied. "We will finally have someone cool in the family." Jamy (16) said, oh so nonchalantly, she wants to be a ‘brand’. I must’ve been speechless for a good 10 seconds after that. “Where did you hear about being a ‘brand’?” I asked. She looked at me with a ‘what kind of a question is that?’ expression, as if being a ‘brand’ is an age old profession like being a doctor or policeman. All I could think of then was, when I was 16 I certainly didn’t think of being a ‘brand’.
I asked Jamy what she meant and she simply said that should anybody see her name they would immediately know that whatever they are buying is of the best quality. I looked at her in amazement, because as young as she is she recognises the power of a branding.
Do you recognise that power? When people see or hear your name (personal or company), what is the instant feeling they get? Is it that of trust or disappointment?
The key is to make sure you know what your brand stand for and then do all that is necessary to ensure your brand works for you.