178: 5 Tips to Position Your Brand, with Re Perez

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Hey hey! Welcome to episode 178 of Life on Fire. When you think of branding do you think of logos? Here to explain why branding is far more than just your logo is branding expert and head honcho of Branding For the People, Re Perez.

Re spoke to our most recent Life on Fire event attendees about the what branding is, how he started his company and the top 5 tips he has for positioning your brand. Whether you’re just starting out or are already established in your industry you’ll definitely benefit from what he has to say on the all-important topic of branding.

In this episode you’ll hear:

  • Why branding is more than just a logo. (6:10)
  • What a pair of 18 karat gold earrings can teach you about brand positioning. (12:25)
  • What is Re’s 3 word definition of a brand? (14:15)
  • Why you should have a distinct voice. (20:00)
  • Is everyone meant to be your client? (25:30)
  • And so much more!

Before starting Branding For The People Re worked with Fortune 500 companies to establish and position their brands in the marketplace. But even though he had a successful career and a high-paying job something Re desired more. So after a difficult break up and a move from Dubai back to New York, he took six months off to figure out what was next.

In his heart he knew he wanted to work with brands that were making a social and economic impact in the world. During those six months he also went to Sedona and got connected to himself on a soulful, spiritual level.

From there Branding For The People was born. He would take his knowledge and skill set and build a company that serves entrepreneurs, and the “do-ers” of the world who were making a difference. And today that’s what he and his staff do worldwide!

On today’s episode he shares a great example of brand positioning, his three word definition of a brand and 5 tips to position your brand.

According to Re brand is a desired perception. You don’t actually own your brand, it resides in the minds of the people you are talking to. Branding is the process of creating, shaping and influencing the desired perception you want to create with your target audiences.

For example, FedEx is a package delivery service but their desired perception is they deliver peace of mind. Harley-Davidson deliver motorcycles but their desired perception is freedom on the open road. Disney delivers amusement parks, movies and Mickey Mouse but their desired perception is wholesome entertainment.

If you want to better position your existing brand or have a new brand to offer Re has five tips for you.

First be clear on who you are, and who you are not. What can you own? What is unique and different about your brand? And what is relevant to your target audience? Answering those questions will help you know who you are and who you are not.

Second align with brands that elevate your own brand. Your network is powerful, be selective in who you align yourself with. Re gives a great personal example on today’s show.

Third have a distinct voice and personality all your own. Many people say it’s better to be polarizing because you create a distinct group of raving fans. 20% of people will love you, 20% will hate you no matter what and 60% will be in the middle. Go for that 20% that love you and focus on them by creating your distinct personality and voice in the marketplace.

Fourth be everywhere. Be hustling: get speaking gigs, go to networking events, be seen online and offline. Exposure gets you visibility and visibility generates client opportunities.

And finally don’t be everywhere - be selectively everywhere! It sounds like a contradiction to the fourth tip but it really works in tandem with it. You should be out making your brand known, but be particular about where and with whom you are generating that exposure.

Re also breaks down the two things to ask yourself to be discerning in your choices to be everywhere on this episode, plus why he almost fired me during the branding process of Life on Fire! It’s a funny story that will teach you the importance of listening to experts and surrounding yourself with the right people. Listen in to hear all of that and more on episode 178 of Life on Fire!

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