041 The Invisible Touch – Are You Coke
The Second Key: Brand
Some people refuse to see that they have a Brand.
It's not something you choose; it's something you ARE and HAVE.
Are you open, friendly, available to people?
Are you a pain in the butt, never return your phone calls, and always late with your reports?
Each of those scenarios is a brand, or at least a PART of one.
Durgin-Park at Quincy Market, Boston
"For well over a century, Durgin-Park has catered to the hearty appetites of straw-hatted, white-aproned market men and local characters. Today it hosts visiting celebrities, business men and women, students, and tourists from every part of the globe."
That's how this restaurant near Boston's waterfront describes itself on its website.
But for ME, having been a student in the area and visiting several times over the years, this place has the reputation of having great, hearty food and the rudest waitresses in the world.
They'd push you and bark back at you, and then call off your order so loudly that the whole establishment would hear you… especially everyone at the long tables they seat you at.
No luxury place is this.
But it's FABULOUS. It's charm is tough and hearty, meat and potatoes and "chowda," and you'll love every bit of it.
So it's NOT what its description says it is, it's what WE say it is.
And if it all of a sudden it had sweet, genteel waitresses, dim lighting, and soft music playing well…. well, it wouldn't be Durgin-Park!
And the same goes for YOU and your brand.
But Charlie, You Can't Sell Us Like Soap!
A large portion of the marketing work I've done over the years has been with nonprofits – theaters, religious organizations, community groups.
They're always afraid they'll be "sold" like a bar of soap (not that even THEY really know what they mean by that).
But take Coke – no matter what you think or feel about soft drinks, there is an image, a feel, a brand surrounding Coke.
They never feel they are selling soft drinks – they're selling fun, satisfaction, a way to relax and a way to enjoy life. Just watch their commercials to learn what they are doing to help you see the brand that THEY want you to see.
So what are you to do?
Find the points you want emphasized and work on them, get testimonials from others to tell the world that's what they feel, create a whole story around the image you want to leave with people.
You're not soap. You're not Coke.
But figure out what you ARE… and then help that story earn its wings and take flight.
Best,
Charlie Seymour Jr
Blogging, Podcasting, Consulting
The Invisible Touch – A Marketing Blog Series By Charles Seymour Jr
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Charlie Seymour Jr is an entrepreneurial evangelist and marketing-success coach helping individuals and companies (up to $100MM) explode their success through online and direct-response marketing. He specializes in blogging, podcasting, photography, video, and Facebook applications. Visit his blog at http://bit.ly/24eYTO to learn more about his successes.
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041 The Invisible Touch – Are You Coke
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