The Subtle Ingredients for Brand Building

When I saw this post on Linked In a couple of weeks ago, it immediately struck me as a great truth. You can tell people you’re great and that you can offer them a memorable experience, but until they believe you, no magic will happen.

Right away, I pictured a suave man sidling up to a woman and regaling her with all his wonderful tributes. Will she trust him? Will she give in because she feels that is the polite thing to do?

In dating, your brand is your belief system and how you will treat another person. It is also whether or not you plan to pursue a long-term relationship or if you’re looking for a good time.

In business, the transaction is far more complicated.

Most people tend to put up a mental barrier when approached with a business-only conversation. They feel they are ‘being sold’ and are wary of what this stranger wants from them.

However, if they feel like they know you, then those walls come down. You are no longer a stranger. They may have heard about you via your other customers or a mutual acquaintance. Perhaps your presence in the community has sent them a subtle message, one way or another. Or your marketing might have spoken to them without them even realizing it.

If they’ve heard good things, then the door opens slightly. You have an opportunity to work with them or at least show them what you can do to help.

If there is a black cloud over you, then you will have to work to reverse that negative way of thinking. However, that door is less likely to open to give you that chance to change their minds.

You build your brand with every experience people have with you, whether it’s online, in person or via your social connections. You reinforce it with the people in your circle and their ethics. You transmit it in the quality of work that you do.

Every piece of the puzzle needs to fall into place for a solid brand to work.

While you can control your actions, the other elements may be beyond your natural skill set. That is when you call in help and put the building blocks in place to create and sustain a brand by using the subtle cues that say so much.

If you’re brave enough, you can ask those close to you what your brand is. Success only comes when you close a deal. If you cannot get that ‘date,’ it’s time to look in the mirror and find out why.

-- By Lois Tuffin