Called the Chuck Norris of branding, John Morgan has worked with Fortune 500 companies, celebrities, and entrepreneurs. Also an author, John’s book Brand Against The Machine currently has 4.8 out of 5 stars on Amazon.
A lot of people see a brand as a logo or design, but it’s actually more than that. What is, and what makes up a brand?
A brand is certainly not a logo or color scheme or marketing campaign. It is people’s perception of you. It represents the level of trust people have with your company. What makes up a brand is quite simply, everything. Everything you do is branding. Your attitude, clothes, service, systems, and so on, all make up your brand. That’s why so many businesses fail to build a lasting brand. They believe that their brand is based on the product, or the logo. They forget the little things. Every great brand is made of tiny little things they do well.
I’m sure there are some people reading this who never seriously considered what their brand exactly was. How do you come up with a brand? Where do you even begin?
Everyone already has a brand because everyone you’ve met has a perception of you. You might not have considered how you’re positioned in the marketplace, but it’s not too late. I recommend beginning by focusing on what you do that your competition doesn’t. It’s an instant way to stand out. In addition to that, give your brand room to breathe and grow over time. Apple was once defined as a computer company, yet today their brand is perceived differently than that.
When you visit someone’s website or social media profiles, what are some of the most common branding mistakes?
The biggest mistakes I see is that it’s confusing. They don’t let the visitor know that they found what they’re looking for. I think great marketing pulls the right people in and pushes the wrong people away. Most websites, social media profiles, etc do a poor job of explaining what to expect. If you can’t clearly articulate your brand’s message, don’t expect anyone else to be able to.
In your book Brand Against The Machine, you mention that content alone is not enough, and you must make yourself visible online. With social media, and millions of others competing for attention, how do you break through the noise?
First decide why you want to break through the noise. There’s a lot of money to be made by focusing on the smaller pockets of people who are in need of your product/service. Like you mentioned, content alone isn’t enough. You must think like a marketer. If you don’t promote your content then there’s no point to it. Just because you build it doesn’t mean they’re coming. This isn’t the Field Of Dreams.
Why do you think Miley Cyrus is such a better musician than Jack White?
Stop it. I hope you had tears in your eyes as you typed that.
Where can people learn more about you, and check out your stuff?
Mike Stenger is a writer with a love of all things technology.