Don't Attract The Wrong Kind of Attention
Once upon a time, there used to be a saying in the 20th century that went like this:
Any press is good press. Any publicity is good publicity.
not now.
And not forever.
The genie is out of the proverbial bottle. The toothpaste is out of the tube.
Here in the 21st century, things are NEVER going back to the way they were.
As far back as 1972, the economist Herbert A. Simon coined the phrase “The Attention Economy”. Professor Simon argued that Attention was the “bottleneck of human thought,” limiting where we can selectively and recklessly shift our focus. In the digital age, the dizzying wealth of information we’re now subjected to has created a poverty of attention. In or daily scrolling, we all drive like maniacal data drunkards at the speed of light.
For any business and brand, getting noticed and earning Attention is every bit as vital as water and air to a human. Fundamentally, Attention = Currency. The more favorable public Attention you get, the more clients, customers and candidates appear knocking at your door. However, in a cancel culture world, the WRONG kind of attention - where anyone can weigh in with a keystroke - will destroy a reputation in less than 24 hours. It’s not an exaggeration to say that a reputation that may have taken 20, 30 or 40 years to build can be annihilated overnight.
There is, however, a solution to prevent this kind of brand-killing cataclysm.
A solution that can be distilled into a single 8-letter word.
IDENTITY.
When you unequivocally know who you are – beyond your products and services – you will always have the comfort of being on the right track with your marketing and branding efforts. You won't be drawn in, fooled, tempted, or made to feel guilty into giving up your values and principles. The decisions you make about messaging in the social media space will be made with confidence that your Reputation will always be protected by a bullet-proof Identity that can stand the test of time.
Craft a Powerful Brand Identity
In Chapter 7 of BIG LITTLE LEGENDS, you can take a much deeper dive and discover what’s required to create a brand identity that can be captured in 2-6 words. An Identity fully aligned with your core beliefs. One that provides a consistent foundation for all of your public communication. One of the best examples of what that looks like right now is happening daily at Calgary-based Charlesglen Toyota, “Alberta’s Celebration Destination”. Each day, this local car dealership is posting stories, pictures, and videos of different moments and occasions to celebrate. It could be National Bring Your Pet to Work Day, Jerry Seinfeld’s birthday, the 50th anniversary of the moon landing, National One Hit Wonder Day, or International Talk Like a Pirate Day.
With a firm knowledge of knowing WHO they are in terms of their Identity, Charlesglen Toyota conveys with unwavering consistency the types of stories that reflect two key considerations:
Their own values and shared beliefs.
Content that aligns with the wants, needs, and desires of their audience.
Under no circumstances are they offering opinions or content related to political, social, and cultural issues completely unrelated to their brand Identity. Consequently, they avoid the many pitfalls and unpredictable landmines that can be stepped on via a single Tweet.
Gain Clarity on Daily Decision-Making
When a CEO and a business leadership team have unblinking CLARITY on their brand IDENTITY, daily decision-making is dramatically simplified. There are no fewer than 7 key areas that Tim Beach and his welcoming, celebratory crew at Charlesglen Toyota use to their competitive advantage.
Strategic Vision & Direction: By knowing WHO they are and that they publish stories, photos, and videos of things worth celebrating, eliminates uncertainty. Uncertainty with respect to Vision & Direction leads to confusion, inefficiencies, blunders, and boondoggles.
Brand Differentiation: Having a compelling and highly distinctive brand Identity drives consistent messaging, and a unified visual presence and enhances competitive positioning. It helps you stand apart from the crowd as opposed to blending in with all the other providers.
Market Dynamics: Embracing your true Identity allows you to stay in step with changing customer needs, preferences, and how they consume media. There will always be emerging trends and shiny marketing objects that could threaten to take you off course. Those will continue to shift rapidly. However, your core message and brand Identity should not.
Internal Alignment: Having a rock-solid brand Identity also helps to effectively communicate goals and expectations that drive employee engagement. With absolute clarity of roles, responsibilities, and brand values, you eliminate needless siloes and unnecessary drama.
Operational Workflow: By tapping into the essence of the brand Identity, it automatically triggers improved performance in fulfillment processes, performance metrics, and reduction in bottlenecks and inefficiencies.
Customer Experience: This is where the Identity rubber really hits the road. Ground-zero. The entire journey from shopper to the buyer and how that can positively impact future brand ambassadors and Word-of-Mouth.
Community Impact: No business – whether it’s B2B, B2C, or non-profit – can pretend that they don’t belong to a community and one that exists 24-7 in the online world. When you have a clear understanding of your own brand Identity, that becomes the e force multiplier of how favorable public recognition can begin to accumulate and snowball in a positive direction.
Safeguard Your Reputation with Unshakable Identity 🛡️
Unfortunately, many well-known American brands have discovered the opposite is also true. The very public destruction we have all witnessed for various reasons these last several weeks are now regarded as the ultimate in cautionary tales.
No less an authority than Warren Buffet, “The Oracle of Omaha” once stated:
“It takes 20 years to build a reputation and five minutes to ruin it. If you think about that, you'll do things differently."
Certain public reputation issues might not be fixable.
Unmitigated PR disasters are absolutely preventable if top level leadership had absolute clarity on their brand Identity in the first place.
Your brand Identity is far too valuable to be outsourced, promoted or pitched by a social media “influencer”. It cannot be found, fabricated or selected off any trendy or traditional, one-size fits-all marketing rack.
It can only fully emerge when leaders armed with ample curiosity have the courage to discover, tell and live a brand story uniquely and entirely their own.
When you embrace your Identity, you unleash your destiny.
“The first step that leads to our identity in life is usually not I know who I am, but rather I know who I’m not. Process of elimination. When we decrease the options that don’t feed us, we eventually, have more options appear in front of us”. MATTHEW McCONAUGHEY
Excited to elevate your potential?
Discover more about our exclusive coaching programs, including the groundbreaking BIG LITTLE LEGENDS MASTERCLASS. Click here to schedule a one-on-one conversation and embark on a transformative journey!
UNLEASHING LEGENDARY INSIGHTS: Supercharge Your Event with BIG LITTLE LEGENDS
The business landscape evolves at breakneck speed, and staying ahead requires an edge. Imagine delving into the ageless wisdom that forged legends to catapult your organization or industry association into new realms of excellence. It’s not just about the moment in the spotlight; it’s about the lasting IMPACT that reverberates long after the echo of applause fades. This is what keeps you triumphantly navigating the ever-shifting waves of Relevance. Hosting an in-person event later this year or in 2024? Elevate the experience by embracing the universally potent message of BIG LITTLE LEGENDS. The time is now to craft your own legacy.
Elevate Your Event with a Captivating Speaking Program! 🌟 Whether In-Person or Virtual, it’s time to unlock unparalleled insights and inspiration. Contact bookings@gairmaxwell.com to forge an unforgettable experience for your audience. Your transformational journey awaits!
BIG LITTLE LEGENDS: Spotlighted in Forbes 🌟
Dive In: [Forbes Exclusive Interview](https://www.forbes.com/sites/rodgerdeanduncan/2022/10/13/building-your-brand-project-a-story-worth-remembering/?sh=5e3dc4183c49)
BIG LITTLE LEGENDS - Unveiling the Art of Crafting Magnetic Brands for Everyday Leaders - is at your fingertips anytime, anywhere, thanks to our esteemed distribution powerhouses, including AMAZON, AUDIBLE and Wal-Mart. . Empower your leadership and brand with boundless insights! 📚🎧
ACCELERATE YOUR BRAND: Navigate the Branding Highway 🚀
Is the horizon beckoning your brand to chart its distinct course? Embark on an exhilarating metaphorical road trip through THE BRANDING HIGHWAY. Tailored for larger enterprises and organizations, our Executive Bootcamps act as both your compass and destination, propelling your brand to ascend as a trailblazing, unrivaled “Category of One.” En route, unravel the art of forging formidable Differentiation, strategic Relevance, and harmonizing your executive ensemble. The Branding Highway, with its riveting bends and revelations, begs to be experienced first-hand. Catch a glimpse of this high-octane journey in the teaser video below.
Crafting Masterpieces with Defiant Astronaut Media 🎥🚀
Every single week, we’re flooded with queries about the captivating allure of our videos. The wizard behind the curtain? Defiant Astronaut Media, our ingenious media partner breathing life into the narrative through spellbinding storyboarding, meticulous production, and polished editing. With a command center in Toronto, ON, and a strategic outpost in Calgary, AB, Defiant Astronaut Media is not just a company; it’s a launchpad empowering business trailblazers across the continent to redefine the horizons of creativity. Buckle up and venture into a realm where artistry knows no bounds.