How You Are Like Shampoo for Job Seekers. Brenda Bence

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      Chapter 1

      The Power of Brands

      A brand is a living entity — and it is enriched or undermined cumulatively over time, the product of a thousand small gestures.

      — Michael Eisner, Former CEO of Disney

      No book on personal branding would be complete without an understanding of the powerful and influential role that brands play in our lives every day. In 2001, Time magazine reported that the average American citizen sees an estimated 3,000 brands per day. When I first read that statistic, I couldn’t believe it! But I suspect that number — which is almost certainly even larger today — holds true for anyone living and working in a large city anywhere in the world. In fact, the proof is right in front of me when I walk down a street in Shanghai and look at all of the signs … when I ride in my car from my home in Bangkok to the airport with hundreds of billboards lining the way … when I walk down a supermarket aisle in Dubai or London and see the myriad of brands peering down at me.

      Think about it for a moment. How many brands have you seen today on product labels, the side of a bus, the top of a taxicab, or in the newspaper? Everywhere you look, brand names are screaming for your attention. Let’s face it: Brands are everywhere and are such a part of our day-to-day modern lives that we may not even think about them.

      But out of those 3,000 brands you encounter every day, if you’re like most people, you will probably be faithful to at least one or two brands throughout most of your life. Are you loyal to a favorite brand? Would you consider it out of the question, for example, to wear anything but

      Adidas tennis shoes or to switch from your favorite brand of shaving cream? Why? What is the allure of that favorite brand of yours? What does it offer you that no other brand can? Great brands build intense loyalty with the people who buy them.

      Brands can be incredibly big and influential, too. Take Coca-Cola as an example. The company sells an estimated $15 billion of Coke per year — more than $1 billion per month. At the time of this writing, that’s more than the gross domestic product of around 85 countries in the world. How’s that for powerful?

      The Untouchables

      So, what do we know so far? We know that brands are everywhere, that they can create intense loyalty in us, and that they are big and influential. Is there any question why I find brands so fascinating?

      But what’s even more amazing about brands is that they have all of this power and influence, yet … you cannot touch a brand. It’s true! You can smell the aroma of a Starbucks cup of coffee, you can taste the kick of a Mentos when you pop it in your mouth, you can hear the Nokia phone ring tone, you can feel the wet aluminum of an ice cold can of Pepsi in your hand, and you can see the golden arches of the McDonald’s logo, but you cannot touch a brand. The smell, touch, or sight of a product is really only just a representation of that brand. The brand itself is actually intangible. Its power exists only in your mind.

      So, can these intangible things called “brands” actually influence the way we act and think?

      Powerful Brand Images

      Great brands are like people. They have a personality and a character all their own. Stop for a moment, look around you, and find two doorways that you can see from where you are. In the first doorway, imagine that Mercedes Benz — the brand — is standing there as a person (not the car, but the brand of Mercedes Benz itself ). What kind of person would the Mercedes Benz brand be? Is it a man or a woman? What profession does this person have? How is this person dressed? What is the income level of this person — low, medium, or high? What is this person’s pastime?

      Now, look at that second doorway, and imagine that Ferrari — the brand — is standing there as a person. What kind of person would the Ferrari brand be? Is it a man or a woman? What profession does this person have? How is this person dressed — more formally or

      more casually than Mercedes Benz? What is the income level of this person — higher or lower? What is this person’s pastime?

      Now, compare the answers to both sets of questions. They’re quite different, right? Even though Mercedes Benz and Ferrari are both highend luxury cars that get you from one place to another, the brand images of Mercedes Benz and Ferrari are not the same. But why is that? It’s because you perceive, think, and feel differently about these two brands. Your perceptions, thoughts, and feelings have been carefully created in your mind by smart marketers who understand the art and science of branding.

      That’s right. Branding, whether of a product or a person, is both an art and a science. On the one hand, brands appeal to your logic — they’re rational in terms of how you think about them. This is where the science comes in. But branding is also an art because brands appeal to your emotions in terms of how you feel about them.