I was fascinated to have come across a satiric question challenging one of Henry Wadsworth Longfellow’sfavorite quotes “The heights by great men reached and kept were not attained by sudden flight, but they, while their companions slept, were toiling upward in the night.”
The satiric question was ‘ why do people choose to toil at night while they can perform the same task during the day?
Branding has been resonating in my eardrum since my exposure to that question and I think this piece will answer why Henry Wadsworth Longfellow and others who believe in that timeless quote would continue to toil at night whilst our companions sleep.
What at all is Branding and why it is becoming increasingly pertinent to build oneself a brand in our days? Well, maybe you may not be as branded as Toyota or as the lyrical entertainer – Sarkodie is in modern times but if you ever dream of setting yourself apart and on top of your game, then branding is a prerequisite. Red, blue, green, gray , black and white are collectively called ‘colours’ but branding is what makes them easily to be identified individually.
Personal branding is the gateway to staying atop of your field and be as definite as possible in your group.
What you do and say across time, becomes who you are and by definition, becomes a brand in the eyes of the people around you.
Branding is necessary because we are all ordinary until someone does the very thing we all do in a different (extra-ordinary) way to command a higher prize/price, patronage, acceptance and recognition.
Before the dominance of the social media titan – Facebook, there were several medium for communication and social interactions but these platforms did not kill the zeal of Mark Elliot Zuckerberg to make a difference – which really has paid off.
A personal brand is the real and distinctive feature of oneself and what one does. It’s what comes to mind when your name/company/field is zoomed. Space exploration has long been linked with Neil Armstrong not only because he was among those who have been to space before but also , and most importantly, for breaking the jinx of being confined to earth and leaving a mark elsewhere in outer space. In the “Biography of Neil Armstrong”, NASA TV in August 2012 reported ‘Armstrong gained the distinction of being the first man to land a craft on the moon and first to step on its surface.’ This is an affirmation of an identity he created for himself before his departure and for which he would forever be remembered for.
Branding is the distinction between two or more players in the same industry and notably with branding, you do the same thing in a different way.
There is less doubt about the fact that the compelling nature of the 21st century business requires one to be competitive lest be kicked out of the game. To be competitive is to understand the volatile nature of modern day interactions and as well accept that, the changing phase of modern times requires one to build a unique brand that could make them standout and be recognized. If you are a student, musician, writer, Lecturer or whatever your status maybe, try to be different, innovative and creative to capitalize on originality and pride yourself with the leading name in your field.
Now on the question which instigated this piece, it’s only in the womb where others spend more or less time than others but once on earth, 24 hours is a day for everyone — we all have equal opportunities in terms of day and night but what makes us different is that hurdle we overcome to go the extra mile. For instance, when we need to prepare for four hours in a day, those like Henry Wadsworth will do the (ordinary) 4 hours that everyone does in a day and do an additional (extra) hours in the night all alone. In the end, he is more likely to become skillful and efficient at what he prepared for. He has branded himself to do the ordinary things in the extraordinary way.
To excel is to be different and when everyone is standing, you can stand out. Indeed branding can be very expensive looking at the sacrifices involved but the long run implication is that, branding pays the cost in excess of higher returns, profits, recognition and above all, a branded name.
Hope I’ve been able to expose the hidden motive on why people choose to go the extra mile and do the ordinary thing the extraordinary way. Embracing yourself with the various features in your field that only a hand full of people can have put you on a higher pedestal. It’s time to build a brand and it’s time to set yourself apart.
In the preceding episode, we will walk thoroughly through the 5 most proven ways to building a successful brand.
Until then , watchout!
Piesie Godfred 