Photo via Eric Dodds, aka doddfather, doddsie and all around freaking amazing guy

I had an ah-ha moment today.

I like to think of myself as someone who sees the bright spots (to borrow a phrase from the Heath Brothers). But today I had a conversation and in the middle of my sentence, it struck me.

My words were falling on dead ears. And in some ways that makes them sort of negative. Empty. Make sense?

I was trying to get this person to see MY point of view. Instead of inspiring them with a new thought – a new vision. I wasn’t trying to share with this person or even find the common ground, but persuade or push them over to my point of view.

I had to stop myself from smiling as I realized how pointless my words were. Even if I were to talk this person over to my way of thinking, he would not own that view for very long. Nothing would really be accomplished at all. It would a temporary win.

And that got me thinking about the work we do as marketers. So many of us are still trying to persuade others to join us or buy our products and services.

See things our way.

Instead of inspiring and supporting and lifting up the conversations that are real and shared and true.

I believe we are all looking for the higher purpose in the work we do. We are looking for emotional connections to others and the mark we make on the world. And that means putting yourself as a person and a company — out there. Flying your passion flag. Letting your spirit show.

Cordell said in a meeting today. I hate the word “tagline”.

Amen.

Think about it, what a silly little word. What if instead of spending so much time looking for your company’s “tagline” or “slogan”, you ask yourself “What five things do we know to be true? What do we stand for? How can we make our customer’s world a bit better?”

Are you a company that inspires and makes emotional connections with your employees and customers or company that is still trying to persuade?

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.”

“You really should work on your personal brand. You need to be paying close attention to your personal twitter and you need to have a slick blog where you post regularly. You need to align all of the social media outlets you operate in for clear, consistent representation of you.”

Actually, though, you don’t.

Not that any of those are bad things to do. In fact, they are really smart things to do. But if you work for a company and clients through that company, the best development of your personal brand is devoting yourself to the success of those clients (and in turn, the success of the company). Their increased profitability will speak much, much more about you than your blog or twitter account.

So, I’m not too sorry that I don’t update my website, twitter account, or Facebook page very often. My personal brand is to be the absolute best employee possible to Brains on Fire and the clients I work with through them.

Sidenote: from experience, personal brand has played a very small role in potential employers’ consideration of me in the hiring process. Having a website and a twitter account increased my visibility, but in the end interviewers wanted to know how the work I performed impacted the bottom line for clients. Even if I had the best personal brand in the world, my ability to actually contribute to the success of a company or a client would eventually be what determined my value.

During the last WOMMA Summit in Las Vegas, I made plans to visit my friends at Stay True Tattoo and get some new ink work done by tattoo artist Jason Murphy. I did my usual routine - go to the taxi line at the hotel and give the driver the street address. My cab driver knew where I was going. He told me he took a couple to that same address several months ago. They told him they came to Vegas not to gamble, but to get their tattoos at Stay True.

We had a good chat and came up to the address. But my drive stopped suddenly he said, “What the hell? Where is the sign?” I spotted the number on the door, paid the driver, and headed towards the building. The driver was right – there was no sign, just a blacked out door with only the building number and the words “ By Appointment Only.” I open the door and yep, this is the place.

Jason’s drawing away on my new tattoo design and the first words out of my mouth are “What happened to your sign?” Jason laughs as we walk outside and he shows me where they painted over the entire sign.

He tells me they did it for their customers, because it gives them a feeling of mystery. I totally got it. This is MY place, and I walk in the door with sense of knowing that pain is right around the corner. But the place gives me comfort to sit in that barber chair and get carved on for four hours. I like that it’s not surrounded by panoramic windows, people shopping for cool t-shirts, and just wanting to watch.

The no-sign entrance is really the perfect first impression for a place that is surrounded by personal belongings of art and work. It’s the artists sharing their work with their customers… the folks that trust them to bring that art to life on their skin.

Stay True Tattoo is busy and going strong despite not having a fancy Vegas strip identity. They’re not concerned with selling shirts or other gear. All they want to do is the craft. I find it refreshing in today’s times of long-tail thinking, that stripping down and going with the basics can be rewarding for the business and the customer.

I love my job. I get to work with musicians and study the music industry everyday. I love finding new music and discovering unique ways that bands create, promote, play and interact with fans. I have to tell you, though, keeping a keen eye on the changes that are happening in the music industry can seem to be a daily job. In many ways, the music industry is adrift in a sea of change:

Giant record labels are losing ground.

Technology has allowed artists, who would never have had a chance previously, to enter top 40 charts - using only a laptop as their primary instrument.

Music is being pirated at an alarming rate and physical music sales are dwindling.

Bands themselves are in a constant state of evolution as they balance their creation of music and its involvement in fans’ lives in an increasing number of new ways.