The Power of “Outcome Branding”

Posted July 4, 2010 at 3:25 pm
In category: authors | blog | entrepreneurs | organizations   tags: linkedin | Outcome Branding | Personal Branding   0 Comments

When it comes to Branding–whether for an individual, an organization, a product or a service–are you asking the right questions?

I’m constantly asked about the “what” of Branding–what an individual’s or organization’s Brand is, what it stands for, what it really means. Then, invariably, come the how, the where, the who and the when questions. All very important, and all critical to the Branding process.

However, the question that organizations and individuals need to ask themselves before any of this gets started–yes, to some extent, even before deciding what your Brand is–is the answer to the WHY question.

Why are you Branding yourself at all?

What’s your desired Outcome?

It seems like a simple question, but you’d be surprised at the answers I receive:

“So people know who I am” …ok, but why?

“So people react positively to me (or my business), and like me.” …well, that’s certainly an advantage of a great, authentic Brand… but again, why do you want them to like you? Are you looking to expand your circle of friends?

“So people think I can help them.” …we’re getting closer, but still not there. Why do you want folks to think this way about you and your work?

“So people ask to work with me — they buy my service or product.” YES. You Brand yourself — or your product/service — or your organization, to help make it easier for your audience to say “yes” to you.

It seems simple, and it is… until you start considering how to present yourself within the context of this highly specific relationship you want to create. What is it — specifically — that you want your audience buy?

• Do you want them to buy a tangible product? And is that product low-cost or high-cost?
• Do you want them to buy an information-based service? And is that service  low-touch or high-touch?
• Do you want them to work with you as a full-time part of their team? As a consultant? As a friend?

And it doesn’t stop there.

Ideally, how you present your Brand shifts from conversation to conversation, audience to audience. Your Brand remains the same, but it is highly customized to the specific Outcome you seek to achieve with a specific individual or group. In many cases, we do this unconsciously. Our Brand presentation shifts depending on the individual with whom we’re speaking. However, by consciously refining your Brand and its presentation, you can actually begin to measure your results, identifying ways to achieve your outcomes more quickly, completely and consistently, by leveraging the power of your Brand.

I feel so strongly about this approach to Branding–that your Outcomes direct your Brand, whether for your work, your product, your business or most importantly, your Self, that I’ve begun using “Outcome Branding” as the core theme of my work.

So the next time you are frustrated because you can’t “measure” the results of your Branding efforts, ask yourself–are you truly Branding for a specific Outcome? And if not… why not?