I grew up in Canada...
And until recently, I used to spend every summer, from May till October, in Toronto. So I’m tuned in to the Canadian pop culture.
For example, if I mention Sarah Richardson, you'll probably have no idea who she is. But if I say her name to someone living in Canada… they’ll immediately know who I’m talking about because she’s famous up there.
In other words, fame comes with context. Meaning, someone is famous only within certain circumstances.
And here’s the thing: The same is true for a brand.
Let me explain...
For years, I struggled to find a good definition of the word brand. In fact, nobody could really describe what it is…
Have you noticed how everyone says that if you want to be on top of people’s minds, you've got to build a BRAND. But they fail to explain what that means?
Well, recently I had a revelation about branding. And it goes like this…
To me, BRAND is an acronym. And it means "Buying Reflex Affecting Now Decisions.”
In other words, when you establish a BRAND, what you actually do is...
You create a buying reflex in somebody’s mind, so they think of YOU when they’re faced with a NOW decision…
Which means, BRAND makes you famous - in a context.
Think about Coca-Cola.
People say Coca-Cola has one of the strongest global brands. Which is true.
When you ask somebody, “What would you like to drink?” odds are pretty high they're going to say, “A Coke,” without spending a minute thinking about it.
Which means, Coca-Cola has a monopoly on the buying reflexes when it comes to soft drinks.
That’s why it’s so difficult to unseat a market leader…
Because once you create this reflex in people’s minds, there’s no way anyone can compete with you. Just like nobody can compete with Sarah Richardson in Canada.
But here’s the good news…
Establishing a BRAND is not rocket science. And it doesn’t have to be expensive either.
All you need is an email list. So you can patiently communicate with your prospects on a regular basis…
Until it becomes NOW for them.
And when it happens, their “Buying Reflex Affecting Now Decisions” will kick in and make them buy from you.