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Better Blog Branding: Finding Your Uniqueness

  • Madonna
  • Gandhi
  • Charlie Chaplin
  • Princess Diana
  • Elvis

Sum up each in a few words. Think you could do it?

Go on, have a go :)

It’s strange. Each of us is unique. We all know that. But ask someone to define how they are unique? Then we struggle.

Finding your Uniqueness is difficult but critical.

What makes you different matters because it is why someone should go to you rather than your competitor. It is what makes you memorable. The thing people will talk about, the “word” part of “word of mouth“.

I’m afraid if you don’t already have an answer then you are going to have to do some work.

Ask people who know you well, ask your friends, colleagues, family and most of all customers.

What do they think makes you different?

After that, get brainstorming:

  1. How would you describe yourself in three words?
  2. What are your values? What are your virtues?
  3. How would you describe your competitors?
  4. What’s your story? How is your story different to others?
  5. Is there anything that could never be said about you?
  6. Do you have a philosophy? Beliefs? Sayings?
  7. Have you unique achievements to your name? Are you the first, best, newest …?
  8. Which attributes are supportable by facts?
  9. Can you turn your “features” into “benefits“?
  10. What can you say about yourself that you could not say about anyone else?

Those last three are vital

  • Your brand and positioning must be based on truth rather than aspirations - is rather than gonna be
  • It is no good having attributes without benefits. You want the reply to be “interesting …” rather than “so what?”
  • Keep working until you are describing you and only you.

People could argue that it is unlikely you will find something absolutely, unquestionably, uniquely you, which is fine! You just need something different enough.

Does it work to separate you from your competitors? Yes? Then it works.

To give you an example, you could say I am a “friendly marketing geek” (no laughing at the back)

  • Geek = I was a programmer, moved into marketing, kind-of self depreciating humour, etc
  • Friendly = Approachable, non-threatening, inclusive
  • Marketing = The so-what, could be someone worth knowing if you have a marketing problem?

Now I am sure there are other programmers turned marketers. Pretty much anyone would consider friendliness one of their attributes. That’s ok, providing this combination that you arrive at gels with the experience of dealing with you. I hope you will let me know if my description does not!

Friendly Marketing Geek” – How would you expect this person to act? What content will this person write? What sort of tone of voice? Comment policy? Photography? Design/Colours/Fonts?

You don’t have to actually use these words, just know what they are. Be able to picture and feel the meaning.

This Uniqueness process both informs future choices and serves as a litmus test for all your other branding work.

Change one word, say “Friendly” to “Professional” – how does that influence things now? You might swap my orange colouring for navy blue and grey? Change “Geek” to “Advisor” and my photograph would probably need to be swapped for something more formal, featuring (*gasp*!) a suit! ;)

Does this process encompass everything about you? Of course not. Apple in one context is represented by “iPod”, but then comes to mean “Business File Server” or “Photography Software” in another. Just as simultaneously you might be “CEO”, “Parent”, “Friend”, “Spouse”, “Cook”, “Cleaner”, “Chauffeur” :) Darren Rowse is ProBlogger and the minister of a church. As well as being a “friendly marketing geek” I am also “Authority Blogger”. In different scenarios and context a different brand and positioning will come into play.

Of course this is not the only way to do it but it is one way. Let me know if you have another approach. Also, tell me if this process works for you.

The important thing is, do you know your uniqueness? Can you tell me in a sentence? If not, better get working!


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Comments

  1. Hi Chris, great tips. I personally feel that I still have to build my own image before I brand it and market it. As a blogger, I’m still young, and feel I need to collect the experience. My blog circles around student life and productivity – a fairly tight niche but with an appeal to everyone interested. The problem with it is that in order for something to be unique, shouldn’t if have substance first?

    While your tips are great and one should store them somewhere along the way when building a blog, they only can come into play once the subject matter of a blog has been properly established.

    Good post, all in all.

  2. Hi Chris, great tips. I personally feel that I still have to build my own image before I brand it and market it. As a blogger, I’m still young, and feel I need to collect the experience. My blog circles around student life and productivity – a fairly tight niche but with an appeal to everyone interested. The problem with it is that in order for something to be unique, shouldn’t if have substance first?

    While your tips are great and one should store them somewhere along the way when building a blog, they only can come into play once the subject matter of a blog has been properly established.

    Good post, all in all.

  3. Maverick Modern Magellan (3 words – no BS)

  4. Maverick Modern Magellan (3 words – no BS)

  5. Nice article. Really nice. But are sure you spelt the second word of your article correctly? Ghandi!! You better do your homework properly mate. And whatz a comparison! Madonna, Ghandi (called as the Father of the Nation in India, my motherland), Charlie Chaplin, Princess Diana, Elvis. Are you crazy?? I think you missed out one name – yup you guessed it right .. its none other than Chris Garrett ;)

  6. Nice article. Really nice. But are sure you spelt the second word of your article correctly? Ghandi!! You better do your homework properly mate. And whatz a comparison! Madonna, Ghandi (called as the Father of the Nation in India, my motherland), Charlie Chaplin, Princess Diana, Elvis. Are you crazy?? I think you missed out one name – yup you guessed it right .. its none other than Chris Garrett ;)

  7. Here’s another way:
    I wrote this a while ago, and it bears repeating, because it takes a different angle.

    ===================================
    The Fundamental Flaw In Creating Your Uniqueness
    ===================================

    “Say cheese,” says the person behind the camera.

    And you say cheese. Your facial muscles are frozen. You have a dumb, goofy look. And under your breath you’re muttering,
    “C’mon Take the picture, take the picture, c’monnnn!”

    Click! You blink. The picture’s been taken.

    And then the photographer runs across to you, all excited to show the nice digital photo. You take a look, you roll your eyes. You cringe. Because you just detest the photo.

    It looks artificial. It looks posed. It’s not you. It looks like all those ‘cheesy’ pictures you’ve seen before.

    It’s not unique.

    ===================================
    How can it be unique? You weren’t yourself!
    ===================================
    And that’s the whole problem with uniqueness. You’ve tried too hard. In your business you’ve tried to your darndest to get your own uniqueness. And you’ve failed miserably. Because you froze.

    And the uniqueness you sought to find, looked like the cheesy picture in the third paragraph.

    When asked about your uniqueness, you mumble something like ‘service or quality,’ which means nothing to most people.

    ===================================
    The funny thing is that Sarah had the same problem
    ===================================

    You see, Sarah has a yoga class. And a yoga class is a yoga class, right? Sarah twisted her brain like a pretzel, but she just couldn’t come up with a form of uniqueness.

    So she did what all the experts recommended.

    She asked her clients. And some of them shrugged. Some of them gave her mixed answers. And that left Sarah more confused than ever before.

    Then she did what most businesses do. She gave up. She figured her business would just remain a commodity. To hell with the uniqueness. Trying to find what was unique was too hard.

    ===================================
    You see Sarah was asking the wrong question
    ===================================
    She was trying to look inward. Because the question isn’t: What’s unique about my business? But rather “What do I *want to do* in my business that’s different from everyone else?”

    Let me explain.

    I asked Sarah what she’d want to achieve for her students most of all? Her response was lightning quick and I backed up two steps at the speed and ferocity of the answer.

    “Injury,” she said. “You can really hurt yourself in a yoga class if you’re doing the wrong thing. I want every student to have Injury-Free Yoga.”

    Tum..dee..dum. Can you see it? Sarah couldn’t see it. Her uniqueness was *Injury-Free Yoga.* Plain and simple.

    What do I *want to do* in my business that’s different from every one else? What do you want to do that’s different in your business? What’s your dream for your customer?

    ===================================
    Ask Tom Monaghan, founder Dominos Pizza
    ===================================
    Today you take quick pizza delivery for granted. But if you zapped your way back to the swinging, hey-groovy seventies, you’d grow old just waiting for a pizza.

    You’d call a pizza place. You’d ask, “Can you deliver?” And about seventy-nine hours later, you’d be still tapping your fingers waiting for the pizza guy to arrive.

    Tom Monaghan did what Sarah did. He couldn’t find anything unique about his business, so he invented his uniqueness.

    He worked out how to get a pizza to his customer in 30 minutes or less. And then he came up with Dominos now historic slogan. Dominos Pizza. In 30 Minutes or It’s Free!

    Yup, the pizza man invented his uniqueness.

    ===================================
    Are you getting the point?
    ===================================
    You can’t find uniqueness. It’s easier trying to touch your tongue to your nose (Don’t try that! I know you will. :))

    The uniqueness has to be invented. Here’s how you do it. You look at your business like you were a monarch surveying his kingdom.

    And then make this big, warm wish for your royal subjects. If you could, what would you do differently?

    Then do it. And once you’ve got the swing of things, announce your uniqueness to the world.

    ===================================
    Ah, but hang in there a second…
    ===================================

    Once you’ve decided what you want to do better than anyone else, survey the neighbourhood. Does any other competitor do the same? And does your competition stress their uniqueness?

    If the answer to both those questions is No, then go right ahead and proclaim this uniqueness to your customers. It doesn’t matter if your competitor does the same thing. If you’re the first one to announce it, you own it.

    If you don’t believe me, ask Cindy Russell

    Cindy Russell runs 9 seconds-A search engine optimisation firm in Tampa, Florida. So what’s sooooo different about a search engine optimisation company?

    Simple. Cindy invented her uniqueness.

    Her proposition is simple. If you’re a real estate agent in Milwaukee, she won’t work with another real estate agent in Milwaukee. She’ll work with a real estate agent in New York — that’s ok. But she won’t have two real estate agents scrapping it out for top search engine rankings in one geographical
    area.

    Now that makes Cindy different. Her customers know their privileged information stays privileged with Cindy. They realise the advantage of working with someone who has the integrity to pass up instant income for client secrecy. And they’re willing to pay more to get Cindy’s enhanced service.

    Cindy’s onto a good thing with her self-created uniqueness.

    ===================================
    Oh, oh hang on…Having a point of uniqueness isn’t enough
    ===================================

    Once you do get your uniqueness going, you’ve gotta blah, blah, blah it to the rest of the world. Keeping it hidden on page six, paragraph seventy three, isn’t going to help you one little bit.

    Most businesses know their uniqueness. They’ll even tell you their point of difference in a conversation. Yet, you won’t find it on the front page of their web site. It’s swept under the carpet in their brochures and newsletters. When they stand up to speak, they forget to make it an important part of the spiel.

    If you look at the bottom of our newsletter, you’ll find the uniqueness. It says: A real newsletter – Not a disguised ad.

    That’s what we decided to achieve. It’s our own invention.
    Get your uniqueness where it can be seen on a consistent
    basis. Not hidden under a bushel.

    In Conclusion: You too can create your own uniqueness

    If you’ve been frozen so far, un-freeze that cheesy slogan. Be who you want to be. You’re different. You know it. Now let the world know about your point of difference too.

    Invent it!

    ===================================
    Examples of Unique Selling Propositions(All invented by the way)
    ===================================

    a) Subway – Subs with under 6 grams of fat.
    b) Federal Express – When it Absolutely, Positively Has To Be There Overnight®
    c) Dominos Pizza – 30 Minutes or it’s FREE!
    d) Real Estate Agent- Specialises in Just 250 Homes in the Milford Area.
    e) 9 Seconds.com – Search Engine Positioning without geographical conflict of interest.
    f) Video Easy – Get it first, or get it free. (Note: They’re talking about getting videos when you walk into the store.)
    g) Biz Tactics.com – Marketing Books you can read in 30 Minutes or less.
    h) Hardware Store – Only 3% Markup on wholesale prices
    i) Law Firm – House Conveyancing for a flat fee of $1000. No hidden costs.
    k) Indian Restaurant – 100 Dishes to choose from if you don’t fancy butter chicken.
    l) Herbal Smoke Away – Money back if you don’t give up smoking in just 7 days.

    Sean
    http://www.psychotactics.com

  8. Here’s another way:
    I wrote this a while ago, and it bears repeating, because it takes a different angle.

    ===================================
    The Fundamental Flaw In Creating Your Uniqueness
    ===================================

    “Say cheese,” says the person behind the camera.

    And you say cheese. Your facial muscles are frozen. You have a dumb, goofy look. And under your breath you’re muttering,
    “C’mon Take the picture, take the picture, c’monnnn!”

    Click! You blink. The picture’s been taken.

    And then the photographer runs across to you, all excited to show the nice digital photo. You take a look, you roll your eyes. You cringe. Because you just detest the photo.

    It looks artificial. It looks posed. It’s not you. It looks like all those ‘cheesy’ pictures you’ve seen before.

    It’s not unique.

    ===================================
    How can it be unique? You weren’t yourself!
    ===================================
    And that’s the whole problem with uniqueness. You’ve tried too hard. In your business you’ve tried to your darndest to get your own uniqueness. And you’ve failed miserably. Because you froze.

    And the uniqueness you sought to find, looked like the cheesy picture in the third paragraph.

    When asked about your uniqueness, you mumble something like ‘service or quality,’ which means nothing to most people.

    ===================================
    The funny thing is that Sarah had the same problem
    ===================================

    You see, Sarah has a yoga class. And a yoga class is a yoga class, right? Sarah twisted her brain like a pretzel, but she just couldn’t come up with a form of uniqueness.

    So she did what all the experts recommended.

    She asked her clients. And some of them shrugged. Some of them gave her mixed answers. And that left Sarah more confused than ever before.

    Then she did what most businesses do. She gave up. She figured her business would just remain a commodity. To hell with the uniqueness. Trying to find what was unique was too hard.

    ===================================
    You see Sarah was asking the wrong question
    ===================================
    She was trying to look inward. Because the question isn’t: What’s unique about my business? But rather “What do I *want to do* in my business that’s different from everyone else?”

    Let me explain.

    I asked Sarah what she’d want to achieve for her students most of all? Her response was lightning quick and I backed up two steps at the speed and ferocity of the answer.

    “Injury,” she said. “You can really hurt yourself in a yoga class if you’re doing the wrong thing. I want every student to have Injury-Free Yoga.”

    Tum..dee..dum. Can you see it? Sarah couldn’t see it. Her uniqueness was *Injury-Free Yoga.* Plain and simple.

    What do I *want to do* in my business that’s different from every one else? What do you want to do that’s different in your business? What’s your dream for your customer?

    ===================================
    Ask Tom Monaghan, founder Dominos Pizza
    ===================================
    Today you take quick pizza delivery for granted. But if you zapped your way back to the swinging, hey-groovy seventies, you’d grow old just waiting for a pizza.

    You’d call a pizza place. You’d ask, “Can you deliver?” And about seventy-nine hours later, you’d be still tapping your fingers waiting for the pizza guy to arrive.

    Tom Monaghan did what Sarah did. He couldn’t find anything unique about his business, so he invented his uniqueness.

    He worked out how to get a pizza to his customer in 30 minutes or less. And then he came up with Dominos now historic slogan. Dominos Pizza. In 30 Minutes or It’s Free!

    Yup, the pizza man invented his uniqueness.

    ===================================
    Are you getting the point?
    ===================================
    You can’t find uniqueness. It’s easier trying to touch your tongue to your nose (Don’t try that! I know you will. :))

    The uniqueness has to be invented. Here’s how you do it. You look at your business like you were a monarch surveying his kingdom.

    And then make this big, warm wish for your royal subjects. If you could, what would you do differently?

    Then do it. And once you’ve got the swing of things, announce your uniqueness to the world.

    ===================================
    Ah, but hang in there a second…
    ===================================

    Once you’ve decided what you want to do better than anyone else, survey the neighbourhood. Does any other competitor do the same? And does your competition stress their uniqueness?

    If the answer to both those questions is No, then go right ahead and proclaim this uniqueness to your customers. It doesn’t matter if your competitor does the same thing. If you’re the first one to announce it, you own it.

    If you don’t believe me, ask Cindy Russell

    Cindy Russell runs 9 seconds-A search engine optimisation firm in Tampa, Florida. So what’s sooooo different about a search engine optimisation company?

    Simple. Cindy invented her uniqueness.

    Her proposition is simple. If you’re a real estate agent in Milwaukee, she won’t work with another real estate agent in Milwaukee. She’ll work with a real estate agent in New York — that’s ok. But she won’t have two real estate agents scrapping it out for top search engine rankings in one geographical
    area.

    Now that makes Cindy different. Her customers know their privileged information stays privileged with Cindy. They realise the advantage of working with someone who has the integrity to pass up instant income for client secrecy. And they’re willing to pay more to get Cindy’s enhanced service.

    Cindy’s onto a good thing with her self-created uniqueness.

    ===================================
    Oh, oh hang on…Having a point of uniqueness isn’t enough
    ===================================

    Once you do get your uniqueness going, you’ve gotta blah, blah, blah it to the rest of the world. Keeping it hidden on page six, paragraph seventy three, isn’t going to help you one little bit.

    Most businesses know their uniqueness. They’ll even tell you their point of difference in a conversation. Yet, you won’t find it on the front page of their web site. It’s swept under the carpet in their brochures and newsletters. When they stand up to speak, they forget to make it an important part of the spiel.

    If you look at the bottom of our newsletter, you’ll find the uniqueness. It says: A real newsletter – Not a disguised ad.

    That’s what we decided to achieve. It’s our own invention.
    Get your uniqueness where it can be seen on a consistent
    basis. Not hidden under a bushel.

    In Conclusion: You too can create your own uniqueness

    If you’ve been frozen so far, un-freeze that cheesy slogan. Be who you want to be. You’re different. You know it. Now let the world know about your point of difference too.

    Invent it!

    ===================================
    Examples of Unique Selling Propositions(All invented by the way)
    ===================================

    a) Subway – Subs with under 6 grams of fat.
    b) Federal Express – When it Absolutely, Positively Has To Be There Overnight®
    c) Dominos Pizza – 30 Minutes or it’s FREE!
    d) Real Estate Agent- Specialises in Just 250 Homes in the Milford Area.
    e) 9 Seconds.com – Search Engine Positioning without geographical conflict of interest.
    f) Video Easy – Get it first, or get it free. (Note: They’re talking about getting videos when you walk into the store.)
    g) Biz Tactics.com – Marketing Books you can read in 30 Minutes or less.
    h) Hardware Store – Only 3% Markup on wholesale prices
    i) Law Firm – House Conveyancing for a flat fee of $1000. No hidden costs.
    k) Indian Restaurant – 100 Dishes to choose from if you don’t fancy butter chicken.
    l) Herbal Smoke Away – Money back if you don’t give up smoking in just 7 days.

    Sean
    http://www.psychotactics.com

  9. Of course the above post was more about uniqueness about your company, than your uniqueness as a blogger. But similar concepts apply :)

  10. Of course the above post was more about uniqueness about your company, than your uniqueness as a blogger. But similar concepts apply :)

  11. @Arjun –

    shouldn’t if have substance first?

    You can decide ahead of time some guiding principals, and your blog will grow out of your own values and philosophy. It’s never too soon or too late to think about this stuff :)

    @Roger – Nice :)

    @Ramnath – Oops, is it spelled correctly now?

    @Sean – Great article :)

  12. @Arjun –

    shouldn’t if have substance first?

    You can decide ahead of time some guiding principals, and your blog will grow out of your own values and philosophy. It’s never too soon or too late to think about this stuff :)

    @Roger – Nice :)

    @Ramnath – Oops, is it spelled correctly now?

    @Sean – Great article :)

  13. Absolutely. The advice I usually give is to watch carefully what you do best and almost effortlessly. The things you do not even consider work or worth being paid for, these are the foundations of your uniqueness. Incidentally, those same chores are the ones that others just hate doing.

  14. Absolutely. The advice I usually give is to watch carefully what you do best and almost effortlessly. The things you do not even consider work or worth being paid for, these are the foundations of your uniqueness. Incidentally, those same chores are the ones that others just hate doing.

  15. Yup it is but I don’t agree with including the name of Mahatma Gandhi, one of the world’s greatest freedom fighter in the list. Total mismatch.

  16. Yup it is but I don’t agree with including the name of Mahatma Gandhi, one of the world’s greatest freedom fighter in the list. Total mismatch.

  17. @Alexander – Yes observing, really observing, can provide some of the best insights in business
    @Ramnath:

    I don’t agree with including the name of Mahatma Gandhi

    I only chose the most unique people I could think of. The only thing they have in common is that they are people who would be instantly recognised, I don’t mean any disrespect by who I have listed (or not listed).

  18. @Alexander – Yes observing, really observing, can provide some of the best insights in business

    @Ramnath:

    I don’t agree with including the name of Mahatma Gandhi

    I only chose the most unique people I could think of. The only thing they have in common is that they are people who would be instantly recognised, I don’t mean any disrespect by who I have listed (or not listed).

  19. [quote]I only chose the most unique people I could think of.[/quote]

    No issues. Keep sharing your expertise and observations.

  20. [quote]I only chose the most unique people I could think of.[/quote]

    No issues. Keep sharing your expertise and observations.

  21. Sean – good piece abut uniqueness in business and spot on, if you’re not unique make it up and OWN it. We did with our company. Other’s were doing what we were doing -propety finding – but we switched it and made it unique. Eh? what am I on about? Well we find homes and land for folk, fine and dandy, but when people started to hear what we did we kept getting them coming to us saying I’m thinking of selling my house would one of your clients be interested? So we started to offer a “sell your house for free” service which was totally unique in our sector. It steps firmly on the toes of Estate Agents – but the more they grumbled about it, the more PR it gives us and the further it spreads our company name (“that bloomin’ Homefinder UK are taking all my clients and I can’t compete with selling for free and what’s worse they’re not even an Estate Agent!” – true comment over heard by a staff member when she was mystery shopping a local Estate Agent!!)So our uniqueness was to do something that no local agents could possible compete with and become known as the brand leader for it! That’s what we are doing and we’re getting more and more known for it.
    On a personal note – I have quite a unique name, which stands out – Freya…there’s not many of us around…so when I go a networking event or introduce myself I’m usually “known” or heard of, before someone meets me – and thanks Goodness it’s for the right reasons! :-) But that frankly was more down to luck as I had no say in the choice of my name and had I been a boy I’d have been called Jeffrey (which my kid brother got called – ha ha -short straw there eh?!!)
    In short “finding” uniqueness can be done and when you do my advice is spin it like heck! Make the most out of it and cement yourself into people’s minds!

    Freya (leading UK female entreprenuer…ok it’s four words but that’s my “unique” factor – taking the rules and stretching them a bit!!!) :-)

  22. Sean – good piece abut uniqueness in business and spot on, if you’re not unique make it up and OWN it. We did with our company. Other’s were doing what we were doing -propety finding – but we switched it and made it unique. Eh? what am I on about? Well we find homes and land for folk, fine and dandy, but when people started to hear what we did we kept getting them coming to us saying I’m thinking of selling my house would one of your clients be interested? So we started to offer a “sell your house for free” service which was totally unique in our sector. It steps firmly on the toes of Estate Agents – but the more they grumbled about it, the more PR it gives us and the further it spreads our company name (“that bloomin’ Homefinder UK are taking all my clients and I can’t compete with selling for free and what’s worse they’re not even an Estate Agent!” – true comment over heard by a staff member when she was mystery shopping a local Estate Agent!!)So our uniqueness was to do something that no local agents could possible compete with and become known as the brand leader for it! That’s what we are doing and we’re getting more and more known for it.
    On a personal note – I have quite a unique name, which stands out – Freya…there’s not many of us around…so when I go a networking event or introduce myself I’m usually “known” or heard of, before someone meets me – and thanks Goodness it’s for the right reasons! :-) But that frankly was more down to luck as I had no say in the choice of my name and had I been a boy I’d have been called Jeffrey (which my kid brother got called – ha ha -short straw there eh?!!)
    In short “finding” uniqueness can be done and when you do my advice is spin it like heck! Make the most out of it and cement yourself into people’s minds!

    Freya (leading UK female entreprenuer…ok it’s four words but that’s my “unique” factor – taking the rules and stretching them a bit!!!) :-)

  23. Homework? You’re giving us homework! {sigh} So I guess “I know it but can’t put the words to it” doesn’t count, right? Every time someone asks me for a succinct and catchy description of my blog to attach to a link, I’m stymied. Must save off Sean’s comment to read over again, as well as this post – thought-provoking (and darned well written!), both…

  24. Homework? You’re giving us homework! {sigh} So I guess “I know it but can’t put the words to it” doesn’t count, right? Every time someone asks me for a succinct and catchy description of my blog to attach to a link, I’m stymied. Must save off Sean’s comment to read over again, as well as this post – thought-provoking (and darned well written!), both…

  25. What each of these folks has in common is a brand, or at the very least a USP:

    Madonna: The Material Girl.
    Gandhi: “nonviolence”
    Charlie Chaplin: The Little Tramp
    Princess Diana: The People’s Princess
    Elvis: The King of Rock and Roll

    Each also conveys a specific mental image, largely contrived. (For example, note the difference in Diana’s appearance before and after the Royal Wedding. When we first met her, she was a shy elementary school teacher; after marrying Charles, she became a glamour queen. It was no accident.)

    The point is: Each has created a brand that occupies a position in our brains. Each has staked out a piece of turf in our collective conscience.

    Any blogger who wants to succeed on any large scales (“Kos,” for example) must find a way to do the same. This is Branding 101.

  26. What each of these folks has in common is a brand, or at the very least a USP:

    Madonna: The Material Girl.
    Gandhi: “nonviolence”
    Charlie Chaplin: The Little Tramp
    Princess Diana: The People’s Princess
    Elvis: The King of Rock and Roll

    Each also conveys a specific mental image, largely contrived. (For example, note the difference in Diana’s appearance before and after the Royal Wedding. When we first met her, she was a shy elementary school teacher; after marrying Charles, she became a glamour queen. It was no accident.)

    The point is: Each has created a brand that occupies a position in our brains. Each has staked out a piece of turf in our collective conscience.

    Any blogger who wants to succeed on any large scales (“Kos,” for example) must find a way to do the same. This is Branding 101.

  27. @Freya – Yup, you know you are onto something when people are spreading your brand for you :)

    @Jen – Only a little bit of homework :)

    @Rusty – Yeah, it is branding 101, but so few people actually take the time to think about it. The good part of that is those that do have an advantage :)

  28. @Freya – Yup, you know you are onto something when people are spreading your brand for you :)

    @Jen – Only a little bit of homework :)

    @Rusty – Yeah, it is branding 101, but so few people actually take the time to think about it. The good part of that is those that do have an advantage :)