Which Movie Star are You?

When potential clients are introduced to you, in person or by your marketing materials, do they see someone they would be proud to have represent them, or a bumbling embarrassment waiting to happen? The answer lies in your branding - the image you communicate.

In his article, Understanding the Ego Driven Decision, Jim Remley explains how clients choose real estate based on the image they convey, and goes on to explain the three aspects of building a successful company identity: brand equity, brand personality and brand reputation. Here's Jim, using a Hollywood analogy to explain the "ego-driven decision":

Congratulations, you have just been nominated for your first Oscar! Unfortunately, the ceremony is tonight and you can't make it because you're on location with Vin Diesel in Bangladesh. (Blast!) On such short notice your agent has informed you that you only have six choices to act as your stand in to accept the award on your behalf. Your choices are: Corey Feldman, Mickey Rourke, Farrah Facet, Robin Williams, Tom Hanks, or Susan Sarandon. Who would you choose to represent you on Oscar night?

In a classroom setting the overwhelming majority of my students choose either Tom Hanks, or Susan Sarandon. Why? They are extremely well respected, likeable, and credible actors. They won't embarrass you, make a fool of themselves, or run off with your statue. In other words they represent you well.

Our clients go through a similar process. This is sometimes known as the ego driven decision. This ego driven decision making process can be influenced by many factors, but can be boiled down into one sentence - Your image is a reflection of their image. And your image is called your brand.

Posts related to this topic: What's The Big Deal About a Brand?, Four Tips for Email Branding.