“The power of truly mindful branding is mighty, indeed. “
“It’s the reeaall thing, Coke is…”
How about this one, “Ho, ho, ho, Green Giant!”?
Certainly, bologna’s first and second names do not escape us easily…
Now be honest, you sang those little ditties out loud when you saw them, didn’t you?
The power of truly mindful branding is mighty, indeed. It’s almost impossible to erase the images and feelings, once they’ve sizzled and burned themselves into our brains. Branding is a foundation for marketing, one that creates a fan club fit to rival every competitor.
About the only thing that can damage a solid brand is faulty reputation – something the company (or person) itself falls prey to, by not living up to its name.
Let’s test this theory in the grand scheme of things, shall we?
Think Lance Armstrong, since he’s been in the news so much, as of late.
Here’s a guy whose fans stood by him through some really tough times. They trusted him to be who he claimed to be, deliver what he promised and live up to the brand he spent years creating for himself. No one had any reason to bail on him, until he himself gave us one.
Anyone can create a brand for themselves.
If you’ve a reason to get noticed in the public eye, it’s a good idea to consider the importance and necessity of branding yourself, especially if the market is saturated with competition as it pertains to your field.
Writers, starving artists…you know who you are, and while it’s clear you’d rather be writing and creating, taking a little time to make your name sizzle in the minds of others could be one of the best things you ever do.
It all starts with a name, doesn’t it? We’ve heard it countless times, the book that didn’t get published (or even looked at, for that matter) because the title was a bit too out there [or] odd. Pen names are impacted by this phenomenon too.
Mark Twain or Samuel Clemens
George Orwell or Eric Blair
Lewis Carroll or Charles Dodgson
Ayn Rand or Alisa Rosenbaum
George Eliot or Mary Anne Evans
Anne Rice or Howard O’Brien
The pen names listed above require no further explanation. Fans adore them. Samuel, Eric, Charles, Alisa, Mary Anne and Howard have effectively branded their pseudonyms, making their marketability a given.
Publishers came to depend on and predict a certain style and genre from these authors. They expected these writers to be reliable and consistent with their message, delivering it to an audience that awaited nothing less.
Marketability of works from these authors was a given.
However, the authors had to be willing to be true to their brands, saturating the marketplace with those brands as required, to help sell their work. The nice thing is, because their brands are so firmly established, there is no need to overwhelm or bombard people with incessant advertising. The brands sell themselves much of the time.
It’s the same reason Life® cereal doesn’t need to go overboard when promoting a spin off like Cinnamon Life® cereal. Who doesn’t remember Mikey? “He won’t eat it. He hates everything…” but he sure eats his Life® cereal, doesn’t he?
So it is with writers. We have an obligation to ourselves, fans and clients to be reliable and consistent with our manuscripts. It’s not enough to develop a name for ourselves. We have to honor the name we’ve chosen to write under, and deliver the words people are longing to read.
We must live up to the reputation we’ve created, and earn the paycheck clients are happy and willing to pay us, if we remain true to the works we’ve proven we are capable of writing.
»photo credit: bobby-james
M.J. Joachim has published more than 1000 online articles. Don’t miss her Writing Tips blogsite. M.J.’s interests and expertise range from Crocheting and gardening to marketing and brand management. Learn more about M.J. on our Contributors Page.
Do you use your real name, or a pseudonym, when you write publicly? Do you like the sound or the look of the name you’ve chosen? What have you done to establish your brand?