| Strategy is the brains of branding. This | | | | big industry (Roger and Me), the NRA |
| is true for products, | | | | and the gun lobby |
| for companies and for people.One way to | | | | (Bowling for Columbine) or President |
| figure out the best self-brand strategy | | | | Bush and the war in |
| is to | | | | Iraq (Farenheit 9/11).The |
| look at brand strategies from the | | | | Anti-position can be very risky, |
| commercial world. Start by | | | | particularly in you |
| devouring good books on individual | | | | work in a corporation (although many of |
| companies and products. | | | | them have a few |
| Successful brands always attract | | | | maverick employees who ride the |
| analysis. Or read about how | | | | Anti-position horse). It is |
| brands develop winning strategies. Once | | | | a self brand strategy adopted mainly by |
| you start studying | | | | people who are very |
| the world of commercial branding, | | | | confident in their position or have |
| you'll see how the | | | | nothing to lose.However, the |
| branding strategies and tactics have | | | | Anti-Position can be a great positioning |
| lessons for you too.Here are four brand | | | | |
| strategies from the commercial world | | | | strategy for entrepreneurs. You build |
| that people have used to build a strong | | | | your point of |
| self-brand. And there | | | | difference for your company as the |
| is no reason one can't work for you, | | | | antidote to the leader. |
| too.Self-Brand Strategy 1: Be the | | | | You and your company symbolize |
| FirstEveryone knows being first is an | | | | everything the leader is not. |
| advantage. The first | | | | You position the leaders strengths as |
| mover generally ends up the leader in | | | | weaknesses.So, if you like to go against |
| the category and is | | | | the grain, the Anti-position |
| often the one we keep in mind. And | | | | may be for you. The strategy is |
| because it's the leader, | | | | simplicity itself. |
| everyone believes it to be the best in | | | | Whatever the leader in your industry or |
| its category.Being first is a formidable | | | | line of work is |
| advantage. Michael Dell was the | | | | doing, think of doing the opposite |
| first direct seller of personal | | | | within reason. You could |
| computers and dominates the | | | | find a market that is looking for |
| business. Jeff Bezos created the first | | | | someone just like you.Self-Brand |
| online book and | | | | Strategy 4: Own an AttributeThe most |
| retail marketplace, and it is now | | | | common positioning strategy for brands |
| number one. And the list | | | | is to own an |
| goes on and on.You're probably | | | | attribute. Mercedes-Benz's brand |
| thinking, "These are | | | | strategy is built around |
| business giants, and this kind of | | | | prestige, BMW's is driving performance, |
| accomplishment would be | | | | Subaru's is |
| impossible for a mere mortal like me. | | | | ruggedness, and Volvo's is safety.For |
| How can I be number | | | | this strategy to work best, you should |
| one in anything?"You don't have to be a | | | | select the brand |
| brilliant inventor or genius | | | | attribute that is credible for you to |
| to create a first. New categories are | | | | own and gives you |
| popping up all the | | | | maximum opportunity in your |
| time, as you'll see once you start | | | | category.For example, when Pampers first |
| looking. You just need | | | | developed the disposable |
| the proper mind-set. Often, you can | | | | diaper in the early 1960s, sales were |
| slice the category to | | | | poor. The marketing |
| create a new subcategory and be first | | | | was positioned around convenience, a |
| in that. Think of it | | | | brand attribute that |
| as carving a new niche out of a | | | | had a clear-cut benefit for busy moms. |
| category.The "be the first" strategy is | | | | Moms didn't have to |
| a very successful one for entrepreneurs, | | | | disinfect and clean the diapers |
| | | | themselves or use an |
| but executives can use it too. | | | | expensive diaper service. Convenience |
| Enterprising employees or | | | | was especially |
| entrepreneurs often create a new market | | | | beneficial for moms on the go with |
| niche-whether it is | | | | their babies. They didn't |
| a new type of product, service, or | | | | have to carry stinky cloth diapers |
| customer niche. These | | | | around with them until |
| firsts may end up being enormously | | | | they got home. But that attribute |
| profitable for the | | | | positioning didn't |
| company and for the employee's | | | | resonate with mothers. They felt |
| self-brand. And there are | | | | guilty. Cloth diapers were |
| lots of different ways to slice up a | | | | best for babies, while paper diapers |
| category and create a | | | | were best for moms. So |
| new area to be first in. If you can't | | | | moms voted with their hearts, and sales |
| think of anything, read | | | | were poor.Then Pampers changed its brand |
| The Origin of Brands, by Al Ries and | | | | positioning to "better |
| Laura Ries. If | | | | absorbency," which was a benefit for |
| you still come up blank, think about | | | | babies. Mothers could |
| the question again | | | | buy the diapers and feel that they were |
| before going to sleep, and you'll have | | | | doing what was best |
| answers in the | | | | for their babies, not best for them. |
| morning.Self Brand Strategy 2. Be the | | | | Sales took off, and |
| LeaderThere are many ways to define | | | | cloth diapers and diaper services went |
| yourself as a leader. You can | | | | the way of the buggy |
| be the leader of your department, your | | | | whip.Every category is associated with |
| company, or your | | | | attributes that are |
| favorite charity. Or you can be the | | | | important to customers and prospects. |
| leader in sales at your | | | | And you can slice your |
| company, or a leader in sales of a | | | | industry, profession, or job category |
| segment of the market.Many professionals | | | | to find the best fit |
| have a leadership claim and feel they | | | | for the attribute you want to own and |
| are | | | | the category in which |
| doing leadership things, yet they are | | | | you want to do it. This is true |
| not perceived as a | | | | regardless of your industry, |
| leader. To be perceived as a leader, | | | | whether it's financial services, |
| you have to lead with | | | | manufacturing, marketing, |
| ideas and lead by example.As a leader, | | | | law, medicine, academia, or what have |
| you have to have to | | | | you.Your job as a self-brander is to |
| be able to articulate ideas that are | | | | stake your claim to the |
| worthy of being | | | | attribute that is best for you and is |
| remembered and you have to be able to | | | | not owned by a |
| inspire others. | | | | competitor in the arena where you will |
| Ideally, you want to "own" a word or an | | | | have the most impact. |
| idea in the minds of | | | | Benjamin, had just been promoted to |
| your employees (or whoever the target | | | | president of his |
| audience is) so they | | | | company. The good news: it was a great |
| will know what your battle cry is. Most | | | | job. The bad news: it |
| important, you have | | | | was a difficult job. Sales revenue was |
| to underscore your ideas with actions, | | | | down, and his |
| preferably bold | | | | industry was in a serious slump. |
| actions that demonstrate what you stand | | | | Benjamin's first task was |
| for.Bianca, had recently been promoted | | | | to rally the troops and unify the |
| to head a department at | | | | company, particularly the |
| her company. Bianca's first task was to | | | | division heads, most of whom were |
| rally her team under | | | | strong personalities with |
| her leadership. (Bianca had been | | | | a tight grip on their fiefdoms.We built |
| promoted over them.) To | | | | Benjamin's personal-brand strategy |
| articulate a department mission, Bianca | | | | around the |
| created a mantra, | | | | attribute of follow-through. It was an |
| "Full Engagement." She wanted to | | | | important attribute, |
| introduce a new sense of | | | | one that many colleagues and employees |
| "engagement" - a passion for | | | | associated with him |
| excellence, a focus on clients | | | | because of his track record. Other |
| and innovation.Bianca asked each of her | | | | executives might have |
| managers for a five-page memo | | | | great creative skills or people skills, |
| outlining key initiatives, including | | | | as Benjamin did, but |
| what the company should | | | | none had his sense of accountability |
| do to get employees more engaged with | | | | and follow-through.Follow-through was an |
| clients and in its | | | | important attribute for the company at |
| businesses. And she implemented the | | | | this juncture. In Benjamin's |
| best suggestions on | | | | estimation, the company's |
| "engagement." Her group's focus on | | | | problem was not a lack of innovative |
| "full engagement" landed | | | | ideas but the inability |
| more business and created a dynamic | | | | to follow through internally (by |
| spirit at the company. | | | | getting all the various |
| And positioned Biana as a leader.Self | | | | departments to work together) and with |
| Brand Strategy 3. Be the OppositionAs | | | | clients (by focusing |
| much as leaders are part of the | | | | on being a real business partner, not |
| mythology of our | | | | simply on closing).Benjamin wanted to |
| country, so are underdogs. We have a | | | | lead by example in terms of |
| soft spot for the | | | | follow-through with colleagues and |
| rebel, the lone convention-defier who | | | | clients, and he also took |
| takes the opposite | | | | positive action to embed the attribute |
| path of the establishment (the | | | | in the company |
| leader).Volkswagen put the Anti-Leader | | | | culture. One of the first things he did |
| Position strategy on the map | | | | was broadcast his |
| when it introduced the VW Beetle to the | | | | management philosophy to all the |
| United States in the | | | | employees. His rallying cry |
| late1960s. The brand was positioned as | | | | was "Follow through, everywhere, all |
| the antidote to the | | | | the time."Catherine Kaputa is a brand |
| big car habit with now classic | | | | consultant who works with |
| advertising headlines like | | | | people, products and companies (sign up |
| "Think Small" and "Lemon."That's why | | | | for free |
| being the opposite of the leader can be | | | | career tips newsletter Corporate |
| a good | | | | icons, star |
| self brand strategy. Michael Moore is a | | | | athletes, entertainers all understand |
| classic example. His | | | | what it takes to be in control and in |
| movies and books tweak "the | | | | demand. In her new book, U R A BRAND! |
| establishment," whether it was | | | | |