Branding Beyond Business
What unique things make you, you?
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Branding Beyond Business
What unique things make you, you?
When working with clients on the brand strategy for their product or service, one of the deliverables we collaborate on is defining the brand pillars. If you’re not in the marketing world, no worries — brand pillars are the foundation your brand is built on, specifically those key characteristics and elements.
After my latest client, I started thinking about how those concepts can apply to our personal lives. Now, before I start, I’m not saying you have to be a “brand” or an online persona (I understand it’s not everyone’s thing). Yet, I do believe how we consistently show up in the world provides an introduction without us saying or doing anything — which is similar to a brand.
Think Chick-fil-A and their customer service or Chanel with classic luxury.
You get me?
There are 5 brand pillars companies use to define themselves:
Purpose
Perception
Identity
Values
Brand Experience
But if you’re not a company or a brand, just someone who wants to show up as their best self daily — How can these apply to you? Let’s find out.
Purpose in Personal Life
Finding your purpose is similar to finding your why — why you get up in the morning, why you show up the way you do. A company’s purpose serves as the fundamental reason it exists beyond the coin. You may have heard them publicly say things like “We want to change the world” or “We want to cure world hunger” which are both good things. Yet, what can that mean for you personally? Do a deep dive into what really matters. Is it for personal fulfillment, to support your family, to create a legacy, or to achieve certain goals? Make sure you reflect on what matters to you and not just what sounds good to the masses or what your environment thinks you should be doing. When you recognize and stay true to your purpose, it can provide direction and add motivation.
Perception and Personal Reputation
For companies, managing perception is how they maintain trust, foster loyalty, and ensure long-term success. Have you thought about how people see you? Whether you are involved in your community, active on social media, or working in a specific role, it’s natural for people to have initial thoughts. Think about characteristics for yourself that come to mind, now what do you think your close friends or trusted community would say? Now, I’m not saying obsess over what others think about you, but it’s important to be seen authentically, in a way that aligns with your core values and aspirations. Take note of what you think and the current perception people have of you. If there’s something missing or a gap, there's an opportunity to identify it and revise it.
Identity and Authenticity
When we talk about identity in company branding, we usually discuss visual elements like logos, colors, typography, etc. However, when it comes to identity for a person, it can be expressed as a unique set of values, qualities, and ways of interacting with the world. It’s hard to understand identity without self-awareness. Understanding why you think and feel the way you do, have certain beliefs, and act a certain way allows you to navigate the world authentically because you’re clear on who you are. Think about the personal image you present to the world, both online and offline. An authentic personal identity is one that aligns with who you truly are, rather than a facade you put on.
Values = Personal Code and Compass
I’m a firm believer that you have to live life by a code, a values system. Your core values help you guide your behavior, decisions, and how you interact and connect with others. In my opinion, this is the most important pillar because it serves as your moral compass. We’ve seen companies act against their values, resulting in a decrease in customers, loss of brand equity, bad press, or all of the above. We’ve even seen the most famous people fall over a bad judgment call. Think about what principles or character traits are non-negotiable for you. These could range from integrity, empathy, or even ambition and resilience. No matter what life throws at you, when it’s time to make a decision the values you consistently commit to keep you on track.
Creating Experiences in Interactions
A company’s brand experience is the combination of all the interactions a customer has with a brand, from initial discovery through purchasing and using a product or service. When you interact with people, whether it be the first time or multiple times, online or offline, what positive impression and impact do you have on them? There’s a reason why Chick-fil-A is known for its great customer service across the U.S. Whether you visit one in Florida or California, the experience is the same. Being intentional about the experiences you create means focusing on how you make others feel when they are around you or close to you. Do you make people laugh? Are they inspired? Is it a safe space? No matter the feeling, when focusing on your interactions and relationships with others, the keys to a successful and positive experience are quality and consistency.
Applying brand pillars to your personal life can offer clarity and direction in how you live and interact with the world. It's about being intentional with who you are, how you are perceived, and the impact you wish to make. Just like in the marketing and branding world, authenticity is key. Understanding your true self will not only bring you success but also ensure genuine happiness and satisfaction both personally and professionally.
Take the time to reflect on the connection between these pillars and your personal life. Have you thought about any of this previously? What key things stood out to you? Let me know in the comments.
💡 If you enjoyed this, please share it with someone who may also be interested!
P.S. Just got back from Fayetteville, NC, this past weekend and it was such a vibe. It felt good to celebrate and spend quality time with loved ones. Walking out of the local bookstore downtown and saw this quote. It was a helpful reminder for me, so maybe it will help you too.
Thanks for reading and talk soon.
Kim
That quote on the sandwich sign is everything. Keep going Kim!