“5 Powerful Branding Secrets That Coke, Disney and Apple Use– And How You Can Steal Their Ideas In Just 10 Minutes”
by Mark on 03/09/09 at 8:39 pm
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Warning: These Are The Tips That Personal Brand Coaches Don’t Want You To See
What do McDonald’s “Golden Arches”, the color of Coke’s soda cans, and the little green Gecko have in common?
They all use power-branding strategies to hook you into their company’s “story” or brand, right? Have you ever wondered how you could achieve the same results but didn’t know where to start? Don’t worry. Here are 5 simple strategies the Fortune 500 use every day-and how you can “steal” them for your own maximum brand power.
The “Us Vs Them” Strategy
The first example of these hidden branding strategies comes from the beer industry. Do you recall those Miller High Life commercials? They were secretly using branding the entire time. Remember that they were going against the grain by calling the snooty beer drinkers out–labeling them “out of touch” and not “real men”. This was all a part of their branding strategy and it worked like a charm. Miller simply borrowed a classic story that you were familiar with: The wimp versus the giant, the cool jock versus the nerdy chess-club genius…you get the idea. In Miller’s case, the Snooty Beer versus the Working-Man’s Brew.
Now, think about how you can set yourself apart from your competition…
If your competition is big, you’re small and quick. If they have a ton of products, you sell one thing and one thing only. Think Apple computers vs. Microsoft. One is sexy and expensive. The other? 95% of the world uses it. See how Apple had to separate themselves from the pack and use marketing that was different from Bill Gates & Co.?
Invite Them To Enter Your World
After Coke dominated every other soda company, they decided to take you to another world of rainbows, polar bears, and soda pop. A world where everything just clicked. Disney has done the same thing-invited you to escape your world as you know it. You can do this too in your personal brand. Invite users to “put their feet up”. If your competition is very corporate and stuffy, make your brand warm and fuzzy. Use rustic colors, hand-drawn graphics, and a low-key approach. Don’t dumb down your message, but set yourself apart.
People love to buy from people they like and trust. Be yourself, and people will flock to your door.
Take Advantage of Popular Opinions.
I saw a Hardees commercial the other day for a new burger–it was the largest burger I’d ever seen. I thought to myself, “Isn’t the fast food industry supposed to be slimming down?” But, that was exactly what Hardees was going for: a popular thinking they could take advantage of. Most companies are down-sizing, Hardees wanted to break the mold and set a trend. They wanted to lead. Think about how you can do the same thing in your business today (without eating that burger!)
Embrace & Use “You” 100%
You are your own brand-your own idea or motto. Your laugh. Your face. Your humor. Your honesty. No one else is like you and no one else can be you.
Are you using your talents, personality, voice and style to create your own brand? Are you wacky? Take it to the edge so people stand up and pay attention. Are you a neat-freak? Push that into your messaging. Embrace the personal. Share it. Then watch what happens.
Have An Inner Slogan You Live By
You need to find a story-line that is you.
It could be an idea or taking advantage of national pride, like Chevy or Ford. Uniquely American. It could be escaping to another world, like Disney or Dreamworks cook up for their customers, and so on.
Just think about your computer, for instance. Pretty boring, right? Yes, unless you embrace the culture behind it. Dell computers has “the soul of Dell” as an un-official branding slogan or title. It’s for people in their company who go above and beyond their jobs and truly stand out-in customer service, excellence, or creativity. Every huge corporation has a branding “image” or company motto–the nuts and bolts of the company. For Google it was “Don’t Be Evil” for a long time. For Pizza Hut, customer service lies at the heart of what they do. This is their brand-their core thought or message.
Which Personal Branding Strategy Fits You?
In time, I hope you’ll use all 5 of these strategies to explode your profits, but right now, you need to pick one. So, choose wisely but don’t sit on the fence. Get one under your belt, perfect it, and move on to the next. The personal branding coaching market has never been stronger-so many people are hungry for someone to trust, and that person should be you. If you believe it, pick one of these 5 strategies and explode your brand today!
So…you’re still here? Great 
Which personal branding strategy did you pick? Let me know by leaving a comment below.
david
Oct 13th, 2009
great info…i’m a newbie yet it all feels right…
Charlotte
Oct 27th, 2009
Off to work on my image…Thanks Mark I’m looking forward to see how this is going to work out
Phil Taylor
Oct 29th, 2009
Great blog and videos. Your ideas are very creative and inspiring; I hope to use them to transform my business. I’ll keep following you. Thanx!
Phil Taylor´s last blog ..ptaylor98: DOW must have diarrhea, down -119 now http://money.cnn.com/data/markets/dow/
Mark
Oct 29th, 2009
great to here!!! thanks phil, keep in touch. Mark
Thondor
Oct 31st, 2009
Good Job Keep Up The great Work!
Thondor
Mark
Oct 31st, 2009
Thanks Thondor! Greetings from Puerto Vallarta.
Michelle
Nov 3rd, 2009
Such a wonderful Blog! Very good information and I will put it to use
Mark
Nov 3rd, 2009
Michelle, thank you. Sincerely. I love it when people love my blog, obviously, but I am also very passionate about it
))))) Thank you!!
Anna T. Kiss
Nov 3rd, 2009
Hey, Mark!
Thanks your letter and video. I think as Phil Taylor: great blog and videos. I like all.:) Your ideas are very creative and inspiring. Really. Congratulations.
Best wiches,
Anna
Mark
Nov 3rd, 2009
Anna thank you so much! I know I know you from facebook, I really appreciate your input. Mark
Jackie Bigford
Nov 4th, 2009
Once again, you have provided an excellent article….I like the written word once in awhile…I know you love to use video…
The idea of personal branding on the internet was quite foreign to me until we connected several months back…..actually the principles are ones which I have used through out my offline career….the soft skills have always been what sets apart one sales person from another…the ability to really listen and engage with another person is what this online Social Media revolution is all about….
If we take it one step further and include branding…as you point out in your article…you create a world that people want to become part of…..my alltime fav series of commercials is Apple vs PC….powerful message of branding that everyone should study….
You have left me with food for thought….and once again thank you for your genuine interest in helping not only me but your huge tribe of followers…..you are unique….German accent and all….
Jackie
Jackie Bigford´s last blog ..JackiesBuzz: RT @mark_tetzner “5 Powerful Branding Secrets That Coke, Disney and Apple Use And How You Can Steal Their Ideas In http://bit.ly/3DvbiM
Damariz
Nov 8th, 2009
Hey Mark,
Your blogs are wonderful … entertaining and though-provoking. After reading “5 Powerful Branding Secrets,” I have to admit that a personal branding strategy did not jump off the page for me. So I thought so more….
Based on what I gleaned … I believe that my personal branding starts with my belief that “every student can learn” — success often times is a byproduct of the teacher’s ability “to teach.” I’ve always believed that teaching/learning should be fun!! Now to figure out if/how I turn this belief into a personal brand!
Warmest Regards,
Damariz
Mark
Nov 8th, 2009
Hi Damariz,
I think I shall think about this and expand on your thoughts in my article.
Indeed, you are very right.
Warmest regards, Mark
Akento
Nov 12th, 2009
Damariz:
Why stop there, I would go even further to say that “Every teacher can learn” as well as “Every student can teach”.
While shopping for a mattress years ago, my wife was in conversation with the store owner and learned the chain of stores were considering a new advertising campaign. My company presented to their management and won the account!
In this case my wife [a teacher] was alert and created the opening for a new advertising account while I was testing mattresses!
Mark, thanks for the great conversation and insight…
Donna Brogan
Nov 10th, 2009
Thanks. I have a big job now – work on my image.
Donna Brogan´s last blog ..Learning How To Maintain A Healthy Lifestyle
Marcus Roman
Nov 11th, 2009
I see you mentioned Perry Belcher. I’m in the process of taking in his course on social media. It’s a lot of stuff and it looks like it worked wonders for him . . . just makes me a little nervous when someone totally disappears after putting up such a great product.
Well, what does it matter, right? It seems I now have you so I’ll be taking some time out to check out your stuff and see if I can make this S.M. stuff help me bring value to the marketplace. Until we speak, be well – Marcus
Mark
Nov 11th, 2009
Thanks Marcus. Have you already started the course? When?
Perry Belcher rocks. I don’t know what’s true and what’s not. Just know he rocks.
As far as I know, the stress got to him and he decided he’s had it. Fair enough. So he eliminated his “public figure”.
Mark
Marcus Roman
Nov 11th, 2009
I ran through the whole course just to get a feel for it and I’m in the process of implementing each part, just like he instructs how to do . I also read Twitter Power by Joel Comm and alot of what he said resonated with what Perry spoke about.
What I want to be careful of is getting caught up in “analysis paralysis” where all you do is study and train and don’t implement much of anything because you’re too busy learning the next thing.
I have very limited knowledge of how anything works online so it’s been a struggle to say the least. BUT, we must forge ahead! Having great people like you around, who have already gone down the path I’ve chosen makes this process that much easier.
I plan to lean on you heavily Mark, if you don’t mind. You mentioned the gentleman in the last video of your first training who mentored you – well, I would like to become a mentee (is that a word?!!) to you.
I will do my best to follow your teachings (caveat – if it’s within my ability to do). Time & money, like it is for the “masses,” is an issue for me as well – which is why I placed the caveat in there. That being said, “stretching” is something I’ve been applying more often nowadays, so we will see just how far I can stretch. I look forward to learning more from yo and more importantly, “becoming” a product of those teachings by getting real results from them after implementation.
Until we speak again, be well – Marcus
Mark
Nov 13th, 2009
boy. thanks a lot for your contributions, I hope you will keep contributing. thank you, thank you, than you.
RodnKimwarren
Nov 12th, 2009
Hey Mark, love it as always, you really know how to word things so I can really see a clear picture, Thats a perfect way of going about branding ourselfves, well off to branding ourselfves love that idea !!
Thanks again Mark!
Mary
Nov 19th, 2009
I like your ideas, I haven’t totally listen to all the videos yet. I have that
branding oneself is the way to go, and I will be working on that aspect.
Mary
iLearningglobal
Jan 12th, 2010
Wow! Your great!.. I didn’t notice this at all..now I have an idea..this will help me..Keep it up!..
Scott Phares
Jan 29th, 2010
Hey Mark! Love your stuff man! Just came here initially to get your great Facebook Fan Page teachings but I decided to get on your list and get all the rest of your great content too, buddy. I was in need of some new, fresh ideas and I really like you and your “marketing mojo!” Excellent blog you have here!
Scott Phares´s last blog ..“The Four Agreements” – A Must Read for True Personal Freedom
Helen
Feb 17th, 2010
Hey Mark, just watched the videos under 5 Powerful Branding Secrets… and sounds like good info.! I will have to work on branding!
Loved the area by the way in the background. Looks to be very lovely and what happened to the beard on Twitter?
All the best,
Helen
Mark
Feb 18th, 2010
haha! the beard is an on off thing just like my weight. what’s cooking helen?