Self-Branding
This post is a continuation of another post at http://bit.ly/10H3Kz titled “Relationships Are Tough”.
The idea of self-branding can refer to the aspect of developing a personal brand for marketing, such as with an artist, musician, or novelist; it can also refer to consumers matching a specific product line with their self-concept, whereas they purchase based on who they perceive themselves to be; and then there is the art of burning a silly logo on your backside with a branding iron as if you were a cow. And no, before you ask, I am not interested in developing new scar tissue, so the last concept is not where we are headed with this post.
All of the above definitions for self-branding, including the latter, describe a method for defining or establishing value.
- A cattle rancher may burn his brand into the backside of a steer in order to establish a value and identity on the herd. When others see the brand, they know the herd ownership, there is value associated with the owner, and others know what to expect.
- When consumers match their purchases with specific brands in support of an identity, they are establishing value in an identity (think of commercials establishing identities around product lines, such as sports cars, athletic gear, or cosmetics – if you accept the identity or find it appealing, you may purchase the product line). The value is established in the identity and the consumer purchases the product with some form of expectation.
- An entertainer, celebrity, or their agents, understand the concept of developing a brand for marketing and ease of recognition. When you attend an art show for an established artist, you know exactly what kind of art to expect. A country music singer has a brand and you know which radio station will play their music. Many novelists will write in a certain genre, developing a brand around the themes and styles of their novels.
In each case, there is a perceived value or a specific expectation placed on the person and what they produce. You generally know what to expect and what you are getting from that person or brand.
To a lesser degree, we naturally self-brand in our relationships.
That needs to be a one-sentence paragraph so we can let it sink in a little and give the meaning a deeper impact on the entire post. Let’s read that again.
To a lesser degree, we naturally self-brand in our relationships.
Let me Dr. Phil you through this concept: Think about someone close to you… your spouse, your children, your parents, your friends, or even your co-workers. Do you know any of their hot buttons? Do you know what subjects to avoid with them? In this case, you have a specific expectation placed on this person and what they will produce under certain circumstances. There is a perceived value with this person – whether it is a negative or a positive value, it is a natural branding in your relationship with them. This person has produced this branding in your relationship, whether intentional or not, and this is a form of self-branding. You know what to expect and there is a perceived value based on the branding.
Think about someone you turn to when you are weak, need help, or are in trouble. You know you can count on them because they are consistent in their responses to you. You know what to expect and there is a perceived value based on the branding.
There are other forms of self-branding reaching beyond our reactions. What about the people in your life who are the trivia hounds? Who do you call when you can’t remember the name of that old Gene Kelly movie? Who do you call when you can’t remember the words to a song? Why do you call these specific people? Because they are consistent, they respond in a specific way, and they have branded themselves. You know what to expect and there is a perceived value based on the branding.
Who do you call for a special recipe? When your car is broken down? When you need a ride? When you need advice? When others are appreciative, we also respond based on this branding, such as calling someone with a special recipe, calling to offer help with a broken vehicle, or offering a ride because we know the person will be grateful.
In each case, we can recognize a form of self-branding, as we know what to expect and there is a perceived value with each person.
This wouldn’t truly be Dr. Philling you through this concept without turning the focus around and putting you in the spot light. Let’s set the camera on you and ask a few questions.
How have you self-branded yourself?
What situations bring out your best reaction?
What situations bring out your worse reaction?
What are your hot buttons and why?
As you consider your self-branding, there may be some things you like and some things you do not like. If you like everything, you may have to take a closer look through the camera lens and examine yourself more thoroughly. This time, let’s do a brand comparison.
Beginning in John 13:34-35, we are given self-branding instructions. “A new command I give you: Love one another. As I have loved you, so you must love one another. By this all men will know that you are my disciples, if you love one another.”
Now we are talking about the ultimate in brand recognition. Now, as you read the questions again and complete a brand comparison, how do your answers pan out?
How have you self-branded yourself? (How does this brand compare to a true believer of Christ?)
What situations bring out your best reaction? (Would a true believer respond in the same way?)
What situations bring out your worse reaction? (What can you do to change this?)
What are your hot buttons and why? (Are these hot buttons from self-righteousness or the righteousness of God?)
Are you anything like me? I have self-branded myself and it is not good. When I do a brand comparison, I am not even finding my brand on the same measurement scale. I am lost in the branding and in dire need of serious help.
If you are anything even close, then pray with me:
“Lord Jesus, I need Your help. I am weak and I have branded myself in selfish ways I don’t even understand. My reactions are wrong and I have sinned. I ask You to forgive me, search out my heart and my weaknesses, and give me the strength to change my self-branding, or my reactions to others. Change the image I have of myself and show me a better way, a better brand. I ask this in Your name, Jesus. Amen.”
This is a tough subject. It is heavy at times, and far deeper than any of us can imagine. I encourage you to continue this journey with me, and if you know anyone else who might benefit from this trek, ask them to join us. Forward this blog to them, use the Share It at the bottom of this post, or just copy and email it to them.
Glenn Sasscer
www.glennsasscer.com
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The series: “Relationships Are Tough”, “Self Branding”, “The Brand Experience”, “Maverick”, “A Masterpiece”.
