Month: January 2017

How do you turn on your dark brand?

I HAVE ONE SIMPLE – AND PROFOUND – QUESTION FOR YOU…
 
There are no shortcuts when it comes to creating a dark personal brand (aka – a mysterious, magnetic, moody, Machiavellian, mystical, magical experience for your audience).
 
If you’re not turned on by your personal brand – which is what happens when you try to be something you’re not, or when you copy others – your audience will be turned off.
 
Your audience knows a real – or manufactured – dark brand when they see one.
 
So, don’t take shortcuts.
 
Instead, nail these 3 steps – IN THIS ORDER:
1. Your Identity (the internal brand) – who you are and what you want
2. Your Image (the external brand) – how you communicate your identity
3. Your Income (the strategic brand) – what business model respects your identity
 
Not sure if you’re a dark personal brand?
 
Trust your instincts.
 
There is no formula – just the hallmarks of a dark personal brand: PRIMAL, PROVOCATIVE, POWERFUL. You will instinctively be drawn to these concepts, and they will be an undercurrent through your whole life – if you choose to look. Darkness leaves clues.
 
Been ignoring those clues?
 
Feel like you’re play-acting, pretending, procrastinating?
 
Want to turn yourself on again?
 
Ask yourself: WHAT IS THE SUBSTANCE OF THE WORLD IN WHICH I LIVE?*
 
Don’t edit or second-guess your answer; let the symbols come directly and strongly from your subconscious – and they will tell you what you’re made of, and whether you’re a dark brand… or not.
 
(*A profound answer, from an extraordinary female adventurer and author who later went on to trek solo across Australia’s outback: ‘Desert, purity, fire, air, hot wind, space, sun, desert desert desert.’)

How do you create a dark personal brand?

I specialise in personal branding and Dark Branding – for women, and for the female audience.

Clients come to me for advice on creating a dark personal brand.

Do you want a dark personal brand?

You need to start at the beginning.

So, let’s break it down.

A personal brand is:

An experience.

You create an experience for your audience with 3 things, IN THIS ORDER:

  1. a lead character (your internal Identity)
  2. a storyline (your external Image)
  3. a way to interact (your Income Strategy & Source)

A personal brand is not:

A logo, tagline, website, or any other copy or visual device.

(The test: remove those things from your current brand… and see if anything remains.)

Then…

A dark brand is:

An experience… that is primal, provocative and powerful.

You can personalise these concepts by asking yourself 3 things:

  • What’s my Desire (the primal)? – ie: what do you want to be/do/have?
  • What’s my Dissent (the provocative)? – ie: what makes you different?
  • What’s my Dynamite (the powerful)? – ie: what’s your one-of-a-kind zone of genius?

A dark brand is not:

A cheap marketing stunt that uses sex, death, fear, depression, hate etc for shock value.

(The test: again – remove those things from your current brand… and see if anything remains.)

The above is a simplified blueprint of a professional process that requires time, courage, honesty and implementation. There are no shortcuts, and it’s not for everyone.

But the rewards are great if you are one of the ones.