The Death of Branding and the advent of the Personal Brand – by a Branding Agency

Yes, it’s true. Branding has been in ill-health for a while and now we have finally seen it’s demise. You probably thought that this was some sort of click-bait title but I truly think we are coming to an end to corporate branding. Here’s why.

With the introduction of Instagram, we’ve seen an influx of “influencers”. The entrepreneurs of the 21st century otherwise known as “solopreneurs“. These individuals have remarkable power to engage, entertain and ultimately influence the behaviours of hundreds of thousands of people with a single post and zero budget. More specifically, they influence the buying behaviours of those hundreds of thousands of people. It’s marketing in its finest form, something we could have only dreamed of 15 years ago but how do they achieve this? Personal branding.

Personal branding is something we’ve only really recognised in the last five years or so although (if that) although, It’s existed for many more. Take for example your favourite band when you were young. Didn’t you find yourself wanting the same clothes as them? The same hairstyle? Didn’t you find yourself wanting the same PERSONALITY as them?! This may have largely had to do with the music they were producing but It was also the narrow view of their personalites that were presented to you on MTV. They are, of course, very complex individuals but the behaviours they were best known for were always captured and this, unbeknown to them, led to their own personal brand being developed and scripted by their observers and people struck a chord with that… Pun not intended.

Fast forward to now and the same idea that a person can convince you to buy the same things they buy, wear the same things they wear and do the same things they do has been stripped away from any sort of talent and laid bare on social media leaving essentially just a personality. The impact of this has naturally made its way to the mainstream who are trying to harness the secrets of the power that it possesses.

I’m not really sure this was intentional though. I think these people did what they loved. They reviewed technology, they travelled the world, they gave an insight into their lives. It was the platforms that glamorised this stuff and made it feel somewhat special or unique. I think this stuff as always happened. It was just never possible to broadcast it so freely and easily. Granted, the first of these sorts of channels were early adopters of the technology and probably didn’t see it coming but after the impact took wind, we couldn’t help but dissect the formula of why it was so powerful.

Branding is the ability to enter the hearts and minds of a consumer. This results in price-insensitivity and a faith that is only seen in religion and cults. It’s only fair to compare this when individuals behave in the same way when it comes to the Instagram accounts of individuals and because this brand-like behaviour is seen to revolve around just a person, personal branding is born.

Interestingly, the techniques are exactly the same to establish and present a personal brand as it is to establish a corporate brand. The first being positioning. You need to occupy a space in the market where no-one else can. There are many ways to do this but you need to your own twist on things. Let’s take tech reviews as an example. There are many many tech reviewers in existence but what do you bring that’s different. Is it the manner in which you present it? Is it the particular things you focus on? The good thing is that whatever you think is different is actually pretty common, it’s just that you need to make sure no-one in the marketplace is doing that same thing in the way you do it. You need to apply that same concept to your ‘personality’. It’s important to remember though, this isn’t your whole personality, it’s just a narrow sub-set that you promote.

Once you’ve positioned yourself, you then need a set of values that you can express. Again, you are a very complex individual but it’s the values that you keep consistent in your output that is going to further position you in a unique field but also and build that brand awareness, that loyalty through consistency. As long as what you produce aligns with these values, you dig deeper into the hearts and minds of those that stumble across your output.

These are the same excercises we run in our brand strategy workshops. You can read about many ways you can build a brand but when it’s when you combine this with your product or service is when this becomes financially rewarding.

I know what you will think, “but I don’t want to be a social influencer!”. Maybe you don’t, but it’s these concepts and ideas we can harness and apply to our selves that will make the difference. We’ve started to realise, people don’t buy what you do, they buy other people so if you can build a personality that is consistent and accessible, then those followers will inevitably buy whatever you are making money from (hopefully your product or service). They also build trust in you and what you do, so as with any brand, it’s the long-term effects that see ROI. When was the last time you made a sale over the telephone? It’s much more effective to make a sale face-to-face and if they already have access to your personality you’re already lowering buyer resistance and they already feel like they know you.

In summary, I think we need to focus on producing content for our business less and produce content on ourselves more. Give people a subset of your personality that’s relevant to your product or service using the platforms available and do it in a way where you are providing value to them. Present it on the platform that your customer is most likely to be on (another aspect of building a brand), but keep it consistent. It doesn’t need to lie. It just needs to be consistent. This will naturally grow a following and will, in time, convert as you will attract people that are into what you do. Their perceived value of your services will grow because social-proof is a thing and you can inevitably end up charging more as you have price-insensitivity on your side.

I honestly can see a future where more emphasis and marketing money is spent on the individuals and employees of a company to promote and do things based on their personal brand rather than traditional methods. As long as what they are doing are in some way linked to the business.


OnlinessStatementGenerator.com and what all the fuss is about

Onliness isn’t even a real word. It was coined by the great Marty Neumeier in his book Zag. Although not the godfather of what the onliness statement tool is used for (that was done by television advertising pioneer Rosser Reeves) he certainly helped it reach the masses. Originally, Rosser described a “Unique Selling Proposition” or USP as a differentiation characteristic of your brand in the marketplace. It’s one of the most important strategic actions one can take when starting a business or building a product and is a key element to building a brand.

Marty takes Rossers idea further in his Onliness Statement by getting us to figure out the “Big Idea” behind our product or service. He also encapsulates the what, how, who, where, why and when of your business cutting through the noise in the market and positioning you well. The Onliness Statement acts as a decision filter for all future encounters and to ultimately remain on brand. Reaching a fork in the road is a simple case of referring to your Onliness Statement to figure out if this aligns with your goal as a business.

So what is the Onliness Statement?

You fill in the blanks…

[Company Name] is THE ONLY (category)
THAT (differentiation characteristic)
FOR (customer)
IN (market geography)
WHO (need state)
DURING (underling trend)

Here are some examples:

Harley Davidson The ONLY motorcycle manufacturer
THAT makes big, loud motorcycles
FOR macho guys (and macho “wannabees”)
mostly IN the United States
WHO wants to join a gang of cowboys
DURING an era of decreasing personal freedom

Jupiter and the Giraffe is THE ONLY branding agency
THAT brings ambitious and interesting global brand thinking
FOR young, creative entrepreneurs
IN and around Planet Earth
WHO want to demonstrate their uniqueness
DURING an era of boring sameness

You can really see that you’re not only challenged to think of HOW your product is different but also WHY it’s different.

So have a go yourself. It only takes a few moments. There may be some tasks you need to undertake to fill it in which may make it longer (such as your target market) but it will ultimately be a very powerful tool.

Luckily, We’ve built a tool to help you over at OnlinessStatementGenerator.com. We hope this helps streamline the process.


Bring strategic thinking to your brand

Jupiter and the Giraffe describe themselves as a brand strategy and design agency, but what does this mean? More specifically the term “agency” and how does it differ to freelancers?

You can find freelancers on websites like Upwork and Fiverr. These sites are a great place to find creatives and technical individuals to help you build what you want. Want a new logo? Someone on Fiverr will create you one for your up and coming business. Need a new website? Upwork’s got you covered. Although you may get exactly what you’re looking for, there’s one huge thing that individuals behind the computer screen lack. Strategic thinking.

I’m not calling these creatives stupid and it’s not that these people can’t think, it’s that they don’t need to in this context. It’s just not what they are getting paid to do. Websites like Upwork and Fiverr are all about getting work done for cheap but what’s the cost? Freelancers thrive as individuals on these platforms because a freelancer can be a cog in a machine. There’s normally someone above them like an analyst or a creative lead that tells them exactly what to create. The huge thing missing here though is “why” they are creating something and some creatives are happy not knowing the why. Just tell them what to do and they’ll do it. This is great if you have an idea for a logo in your head and can picture bits of it but need a whizz at Photoshop to polish it up for you and refine a few creative decisions around your concept.

The problem here though is that there is no purpose or meaning to their ideas. As much as you might think creative assets like this need to look cool, there’s much more below the surface. It all starts with business goals and what you want to achieve as a company. More specifically, what is your brand and your company’s values. It’s great that you have an idea for a logo but to really get the most out of it, it needs to speak to the right people and ultimately convert from prospects to customers.

I won’t knock these websites. It’s so important to get your idea up there and testing assumptions on real people and so paying for a logo or website shouldn’t be at the top of your list, but when you start to make money and your idea becomes more refined and clear, it’s time you start to look at how you can target the right customer and speak to them in the right way.

It is possible for a freelancer to extract this information from you but that’s about it when it comes to a freelancer. It doesn’t end there for an agency. It’s really up to an agency to question your motives behind your design choices (if you have them) and actually create a strategy to execute that all falls in line with your business goals. We build your brand and define your strategy before we even touch design or development. We actually call this service Strategy. After the initial strategy session, we may then conduct a set of discovery workshops to further dig into your challenges and pain-points to develop our “why” when it comes to execution. You can read more about brand strategy in this blog.

When it finally comes to design or development – we’ve thought long and hard about what problems we are trying to solve – who your audience is and what appeals to them; how we speak to them; how do they typically engage with you; what they are looking to get out of you and the many ways they would look to do that. Only then is this likely to actually have a financial and beneficial impact on your business. We think. We measure twice and cut once, as the old saying goes.

I often ask what role is more important to the client – An amazing conductor (strategist) of mediocre creatives or a mediocre conductor and amazing creatives. Often they pick the former.

So if you’re ready for the next step, or you believe you’re just not speaking to the right people or you need to speak to a new set of people, then get in touch with us and lets do something awesome together.

Photo by JESHOOTS.COM on Unsplash