I’ve been trying to explain the importance of branding to people all year and then recently I watched the final of The X Factor USA and I saw the power of brand building in action… in a way I think will help people understand.
The three finalists had each been working hard on their personal brand the entire competition:
Carlito Olivero is a Hispanic competitor from the Bronx who has been an underdog all the way, even ending up in the bottom two twice. Every week he tells America that he’s a fighter. He tells them he’s come from the gutter, and he’s going to work hard and fight his way to the top. This is his brand. This is what he stands for. And we all love a fighter.
Jeff Gutt is a single dad who is inspired by his three year old son. He was depressed and gave up music until his son came along. He needs to win for his son. We’ve all bought into his story. He stands for sacrifice, determination and parenthood. He stands for hope. He’s a father. That’s his brand. We are routing for him to win for his son.
Alex and Sierra are the beautiful young couple who are madly in love. They are the lovers of the competition. They both have wonderful voices and sing into each other’s eyes week on week. They stand for love. That’s their brand. Love. And who doesn’t want to believe in love?
Do you see what I’m saying here? In the X Factor the winner is chosen by the vote of several million viewers. But it’s not just about the singing. The good contestants have not just demonstrated their talent. They have also shown us what they stand for. We have fallen for their story and what the values they represent to us. We have an emotional connection to what they are about not just what they do.
In the real world (because we can’t all be X Factor stars), your brand is what your business stands for, not just your product or service. You have to sell an emotional connection.
In the X Factor final, love won the day. What does your brand stand for that will make you a winner in your world?
PS You can read more about the power of branding in my book Liber8 your Business. Available on Amazon right now.
From the desk of Liber8me. Business mentors and publisher of Liber8 your Business: The revolutionary business planning technique that will set every small business owner free.