Humans communications is enhanced using stories. Human brain is wired to listen stories.
It is really and IDEA, is the selling of an experience.
Apple sells creativity and simplicity, Think different
Nike sells performance: anyone can be an athlete, Just do it
Disney sells hapiness, nostalgia, magic, where dreams come true
Coca-cola sells resfreshment taste the felling
4 sets:
Write your eulogy
Write your lifetime achievement award acceptance speech
Promise: the things that you’ve highlighted with comprise the promise you hope to have in this world.
How the world would be different as a result of you being in it.
That is your value proposition.
That is your personal brand.
This is a powerful excercise, because you project into the far future and detaches itself from only accomplishment based attributes.
Brand integrity is the alineation on the perception of the 3 aspects.
Your brand is what people say about you when you’re not in the room.
Jeff Bezos
A brand is a promise
A brand is a story
People positions itself asnwering questions:
Try to do in reverse order.
So and example
I’m helping millions of students across the country to make the successful transition from highschool through post-secondary all the way to their dream jobs
I’m doing that as the managing director of studen life network, working with an elite team to curate relevant content, create exclusive opportunities and nurture online communities.
Exercise: Articulate your mission in 8 words.
Verb + Audience + Outcome
I help [who] to do [what] which [outcome]
Examples:
spreading ideas
Ted
to help bring creative projects to life
Kickstarter
to refresh the world
coca-cola
to organize world’s information
google
evolving the way the world moves
uber
Examples of personal ones:
To inspire other to be more than they thought they could be.
Oprah
To have fund and learn from my mistakes
Richard Branson
Mana, gratitude, tequila, and not necessarily in that order.
The Rock
What you do
Who do you serve
How is the world better as a result
Find where your audience congregates online
tools:
### Learn the field
Types of content:
Curate (30 days)
amplify other voices and become synonymous with select topics
Comment (30 days)
add your perspective to conversations
Create (30 days)
Once you have enough permission space, create original content
If a brand evangelist can elevate an entire city
Imagine what you can do for yourself
Become a gret exhilarator