When you have to give a presentation you get yourself looking presentable. Most people will put on some smart clothes and some deo, some will have their hair cut, almost everyone will at least brush their teeth.
Have you ever wondered why? What does you hair or breath have to do with your message? They have absolutely everything to do with your message, for one simple reason: You do not want to be remembered as the guy who spoke last week with the wrinkled shirt, or the messy hair or the BO, because in that case your message would be lost and that is what people will remember. Your lack of identity is a massive distraction for your message.
It's exactly the same reason why you need a logo, and not just any logo but a great logo. Like your professional appearance your logo makes or breakes the believability of your business, it either supports your message or it detracts from your message.
people do the things that prove what they believe.
And he's absolutely right. Everyone owns a brand, whether it's a personal brand or a business, but very few brand owners know why their brand exists, even fewer of them know how to communicate the reason for their brand's existence. Most brand owners, and that is you, can speak for hours about what they do or even how they do it, but those are not the fundamental questions. If your brand can't effectively communicate its reason for existing it will never, ever drive behavior. What we tend to do is to try and compensate for our lack of understanding why our brand exists with expounding on what our brand does. But even if what our business does is exceptional, and even if it is funded and peopled by the best skills and sitting on the pinnacle of market conditions, it still will not drive behavior. Because people buy what they believe.
Ian Goldin from the 21st Century School in Oxford says that there are 6 things you need to think about approaching 2030:
1. Globlization: integrated fragility 2. Revolutionary technologies: info-bio-nano 3. Medical miracles and ethical nightmares 4. New dynamics in aging and migration 5. Global systemic risk: climate-disease-bio 6. Ideas: eco-affluence or eco-collpse
So what's he trying to tell us? It sounds very important...
When you have to give a presentation you get yourself looking presentable. Most people will put on some smart clothes and some deo, some will have their hair cut, almost everyone will at least brush their teeth.
