What is your favorite brand name product? When you think of that brand, is it a slogan, logo, color, size, shape, name or price or a combination of these that makes you like it and want to buy? Or perhaps it is the personality selling the product that influences you. What are your favorite brands of shoes, TV’s, sitcoms, cars, or coffee? Which ads for a particular brand do you love and why? What hooks you in? What brands do you hate and why? What is the most powerful element of a brand name? Yes, it is partially how it looks and sounds, but it’s most important ingredient is the powerful emotional response you have when you encounter it. We may or not like a specific brand. We may trust or not trust a brand, but in either case, we sure do remember the product.
Every successful business has services and/or products that they spend a lot of time, energy and money creating a brand name for. This brand name lets us know the consistency of the product, its quality and value. This brand is then backed by the company’s commitment to their mission statement. The mission statement does two things. First it allows everyone associated with that business (i.e. employees, board members, management, etc.) to understand and support the company’s vision. Everyone associated with their company can then work toward a common goal. It also allows the consumer to know the quality, consistency and value of the product they are buying.
The singing business is no different. You too have a product and/or service to sell that has value, quality and above all must be consistent. Whether you are conscious of it or not, you also have a personal mission statement. Your missions statement let’s everyone know what to expect from your Brand and lets you know what you can expect from yourself as well. Those in the performing industry will know your commitment to the standard you have set.
What kind of an impact does your name generate when someone comes in contact with you? Does it evoke the kind of response you want to be known for not only with family and friends, but in the business and singing community as well? Would you like to minimize the work involved in being you? How would it be if you could be congruent on the inside so you could be consistent in your words and behavior on the outside no matter with whom you are dealing? That is what a conscious Personal Brand will do for you. What’s in a name? Whatever you believe! You want to know what you believe in, notice how you act from little things with family and big things with your career. Are you satisfied with the results from the actions you’ve taken?
I believe this to be the first giant step in creating your career. From this position everything becomes easier. My hope for you is that you will make this your first step in preparation for a long and successful career.
Avanti and ciao until next time. Carol
A lady, sitting next to Raymond Loewy at dinner, struck up a conversation. “Why”, she asked “did you put two Xs in Exxon?” ”Why ask?” he asked. “Because”, she said, “I couldn’t help noticing” “Well”, he responded, “that’s the answer.’”
~ Alan Fletcher, The Art of Looking Sideways
For even more pertinent and action filled information about this and other significant career topics, check out the 2nd edition of my book, Aria Ready, The Business of Singing or contact me at www.ariaready.net for a personal consultation.
