Brand Essence (and what seven takes on a video has to do with it)

This weekend I did seven takes (maybe more) on my work video (to the right). The numerous takes weren’t because it was Sunday morning after a fun Saturday night. I had my game face on. And it wasn’t because there was perfectionism at-play and I know this for two reasons:

First off, one entire chapter of the book I’m writing (Walking Momtra) is all about debunking the perfection myth. And yes, you guessed it; I work hard at practicing what I preach. Secondly, if I thought perfection existed (or was “about” it), the FINAL video I chose would not have included the flubs and repetitions it does. In fact, the video I chose was, intellectually, the most imperfect.

I chose it for one main reason: it held more of the essence of my brand. It may not seem like a video that’s going to change the world (;-) but I know it had that je ne sais quoi clients have come to expect from Michelle Ghilotti Int’l.

And this is what branding is: a collection of thoughts and feelings your target has around their experiences with you/your brand. It’s these intangible elements that keep them coming back when they need someone in your field. When someone has this level of involvement with your company, this level of piqued interest, chances are you have a client for life (and an advocate!).

Take a second right now to think about what type of experience your clients or potential clients have when they come to your various outlets? How much of that feeling/tone/vibe would you keep the same and what areas would you change? How could your communication and identity better match the expertise and love you have for what you do?

And remember “branding” and putting our proverbial best foot forward with our identity is not about perfection. It’s about your honest and unique brand essence. Flubs, repetitions allowed. The next time you create a newsletter, revise your website content or create a video (and are three takes in;-) remember that.

Life is good.

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