I find it interesting that this is one aspect of marketing that most marketers seem to ignore. The truth is, branding yourself can be even more important than the actual products or services that you sell. This article is going to explain how important branding is, in the best way possible, with examples.

Love him, hate him, you have to admit that The Rich Jerk has brought branding to a whole new level. I don’t know if you’ve read his sales page or any of his emails. Basically, the man is crude, rude and insults everybody who isn’t as good as him. As a matter of fact, if you go to his web site, it says right under his logo, “I’m better than you.” Naturally, the content of his products better deliver of he’s not going to stay in business long, but when you have a character like that, you’ve won half the battle.

If you’re thinking that branding is only relegated to the Internet, take a good look at the offline world as well. Branding is rampant in the offline world. The examples are almost limitless. Need some examples? No problem. I’ve got a ton.

The Geicko insurance company has branded itself in so many ways that it’s hard to keep track of them all. First, you have the Geicko gecko. This was the original brand of the company, confusing the Geicko name with the gecko creature. Of course, the gecko went on to become the Geicko mascot. Simply genius. But Geicko didn’t stop there. Now they have their “So simple a caveman can do it” in addition. These commercials have branded Geicko as an insurance company for the common man.

What about Aflack? This is a compensation company that has branded itself with a duck. What does a duck have to do with compensation for being hurt at work? Absolutely nothing, but it works. There isn’t a person in this world who can now look at a duck in the park and not think of that commercial. Now THAT is branding.

If you brand yourself instead of your product, what happens is that when people think of you they think of your product. In the case of The Rich Jerk, when they think of him, they think of a man who is filthy rich, lazy as heck, and sells products that will help people achieve the same life style that he has. They’ll think of this even before they see the ad for his newest product, whatever it may be.

That is the power of branding and why you should seriously consider branding yourself as well.

Products will come and go, but a brand will live on forever.

To YOUR Success,

Steven Wagenheim

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