Why Branding Works?


Why paying $3 for a coffee at Starbucks ? Why paying more for a Diet Coke than a store brand Cola ? Why calling back someone you met at a networking event and ignoring the others ?

Well, logic rarely wins over emotions: our behaviors are most of the time dictated by our subconscious mind, feelings and emotions. We think we are in control and that we are making rational choices but in fact logic has usually nothing to do with our first impulse, we make a rational to justify our irrational choices.

Dan Ariely in his book “Predictably Irrational” take several examples of what influences our irrational behaviors. You can access to his free Videocasts on his website Predictably irrational

So branding yourself is about choosing consciously the image you want to project to attract potential employers, clients, dates or friends for example.

Branding is more like a science than an art. By being aware of your true values, principles and things you really love, by eliminating things you tolerate that do not serve you, you become more authentic. Like “Susan Boyle” in my previous post, you must know what you are excellent at and confident that given a chance, you will win people’s emotional reaction. Not pretending what you are not is also very important.

Personal Branding is knowing what you have to offer, what you want the most, who you want to attract. Being aware of who you really are inside creates an appeal and project good energy to people who are like minded or have something to share with you.

Ask your friends, family, colleagues and boss what they really think about your attitude, strengths and skills. Focus on the positive, people are usually more prolific on criticisms and negativity, so do not allow them to do that to you.

About Anne Egros, Executive, Career and Expat Life Coach

Zest and Zen is a blog about Expat Life Challenges, Global Leadership, Intercultural Communication, Health and Wellness, Nutrition, Change Psychology, Life Transitions
This entry was posted in branding, Career coaching, Career management, leadership, Personal Branding, professional development and tagged , , , , , , . Bookmark the permalink.

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