In my last article I discussed my obsession with the Nike brand as a youth. I also discussed some important elements related to the influence of Nike’s branding on my desire to have my very own pair of Nike Athletic Shoes. In this article I will discuss the first and most important ingredient of branding; making an impact.
While you may not know exactly who your target market will be, you certainly know what makes you excited about your products and services. You know which type of person you would like to work with and you are familiar with the personality which drains your energy. Most likely, you aware of how your products and services can make a positive impact on another person’s life. It is important to take stock of the known variables when attempting to solve any equation. A proper foundation goes a long way with a brand. In your case, your foundation is your story and the impact your product or service has on the lives of your customers and clients. These continued stories and testimonials create the necessary scaffolding that allows your brand to reach new heights and expand into new horizons.
I had no idea that Nike was the Goddess of Victory. I was certainly not familiar with the Nike “check” being a symbol of one of her wings. Still, not knowing this made very little difference in my great desire for a pair of those check-marked shoes. I had no concept of the logo. I simply knew I wanted them because everyone had them. It took me 30 years to discover the concept of the logo and the history behind the brand. Interestingly enough, the history of the brand and logo had no connection for me. Did you know that Nike was originally called Blue Ribbon Sports? Of course not. Most people don’t. Frankly, they don’t care. So, what’s all the stress about having the perfect brand with the perfect name for the perfect market? What drove Nike was their desire to be the most competitive sports shoe brand in the world. They did this through relentless engagement with the audience they wanted to make an impression upon. Ultimately, Nike was able to develop the right image and the right brand over many years through this competitive engagement and regular interaction. Nike’s brand strategy was simple. They wanted customer loyalty and they wanted everyone to feel like they could be a hero if they wore a pair of their shoes. I didn’t know if I was going to be a hero but I certainly was going to be a better human being once I was able to get my feet in a pair of those Nike’s. This is something I knew for sure.
What happens after a person uses your product or services? Do you have a story that connects people to your journey, your brand, and your product or service? Why should anyone spend their time and money on your brand instead of a competitor? These questions need to be answered in great depth if you are planning to create an impactful brand.
Make it a point that every person knows something about your brand before they interact with you. This foundation starts with you planting the seed in everyone you come in contact with. It starts with you showing examples of what your product can do for a single individual. Be so passionate about your brand that you feel like you are letting the world down if you don’t get it out to the right person. Most importantly, find one person who can experience everything you have to offer with your products or services. Who will champion your services? Who will be the drop in the pond to create the ripple effect you need for your brand. You don’t need to work with everyone. You only need to work with the people who need your products and services; and want to share it with others. Create an undeniable experience that leaves a lasting impression. That’s how you begin to make an impact and an impression on those around you with your brand.
You don’t need all the answers to make an impact. Start with what you know; passion and purpose. Make it a point to make an impact on a single individual. Bring to life the experience that your brand brings to the world. Put all of that in one person and make that your goal one individual at a time. The rest will take care of itself. Right now the world is waiting on you to make an impact in a way no one has ever been able to. What are your waiting for?
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