Branding Happens

Image by Tojosan via Flickr

Branding isn’t just a one time thing.

Branding is built over time, requiring consistency and recognizability. Show up once, it’s a fluke, three times a pattern, ten times, you’re in.

Hats worked for me.

Starting as a random photograph turned avatar, hats have become part of my brand. Taking place over many versions and hats transformed randomness into branding. Adaptation into my profile came after people began to recognize me for the hats.

Variation keeps it fresh.

It wasn’t wearing just one hat over and over. Folks don’t notice the commonplace. Adopting hats from a variety of places and styles became habit. People expect a hat, and expect to see different ones often.

It extends online and off.

What started online has extended offline has well. Changing avatars throws some folks off who know you by looks, but in person there’s a certain excitement people feel with each new hat. Standing out for me and for an occasion, friends and associates connect hats with events, whether in person or not. The SxSW ’09 hat; the cowboy hat; the brand new leather ball cap.  Each tags a change or event in memories.

How do I know it’s important?

The conversations tell the story. It’s often the first thing said to me, ‘I love your hats.’ Some even ask me what’s next. Seems humorous yes. People all over the world are involved now. Contacts have even contributed hats to the collection including one from South Africa.

Does this translate to you?

Yes! Branding is already happening for you.

• Hash over recent encounters and long term relationships
• Pull out common threads. What do people ask you.
• Review your profile and changes you’ve made.
• Look beyond the words. Appearance represents you.
• It’s not what you do perfect; it’s what you do consistently.
• Word of mouth by others. Listen to it.

Trust me that others have formed a brand image for you, intentional or not. It’s on you to influence that image as best you can. Think of it as your signature or trademark. Own it.

Keep one thing in mind though. What you believe to be your brand and what everyone else see it as could be 180 degrees out.  Don’t assume it’s your logo or how you sign your name. It could be your cigars. Ask. Listen. Revise.

What’s a big part of your brand? How did it happen?