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Defining who you aren’t
Posted on January 21st, 2010 by and currently 4 commenting.A prospective client came and visited us at the Brains on Fire worldwide headquarters this week about a naming and identity project. And in our discussions talking about how a solid identity defines who you are, she also mentioned how a solid identity also defines who you AREN’T.
We couldn’t have said it any better ourselves.
photo via tmtphotos from flickr
We live in a world where well-intentioned companies start out doing one thing really well. But after a while - through boredom or greed - they start to stray until they are trying to be all things to all people. Like when Hardee’s decided to reinvent themselves and concentrate on making the best fast-food burger around. Bravo. And now look at their freakin’ menu. Or even the iconic Mini Cooper is about to start producing SUVs. Really? *Sigh*
When you put a stake in the ground, yes, you are saying “this is who we are and what we stand for.” But you are also saying, “we will NOT stand for this.” People are going to be drawn to you as much for what you do as they are for what you refuse to do. Because your belief system also includes those things you DON’T believe in. Make sense?
So when you’re thinking about your next PR or marketing initiative and how it’s “on brand,” also think about how to leverage what you aren’t. Powerful identities can be polarizing. And that’s not a bad thing. At all. Because when that happens, people know where to put you in their lives.
Like we often hear around the BrainsOnFiresphere, “‘Like’ is not a Brains on Fire word. We want people to love you or hate you. Those are powerful emotions. ‘Like’ is a deathtrap.”
Tags: Brains on Fire, Brainsonfiresphere, branding, defining who you aren't, Hardee's, Hate, identity development, like, Love, Marketing, Mini Cooper SUV, PR
4 Responses to “Defining who you aren’t”
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@chrissandoval January 22nd, 2010 at 12:18 pm
Reminds me of the documentary “It Might Get Loud” - Jimmie Page and The Edge each describe the turning point in their musical journey as moment of clarity where they know what they did not what to be.
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Sometimes you need to start branding with who you AREN’T… [link to post] -
Insightful post as ever, Spike! I have recently drafted a ‘burn our landing boats’ statement and will be sending it (along w/a wee bit of swag, as dat’s exactly how we DO roll) out to our members and prospective members soon. Clearly, and praps a bit harshly, stating who we are NOT.
It felt great to write, we’ll see how it is received. -
Insightful - Is your prospective client looking for a job - she may be someone you want on your team. !
She does make a rather profound point … as loss of focus and marketing inconsistency weaken brands to the long term detriment of the company.
