Either be the first, or be the only one, never do one.
Editor’s note: This article is from WeChat public account “Notesman” (ID: Notesman ), author Zhang Soy.
Content Source: On September 8, 2019, in the five-phase lesson “Cognitive Rebirth” course sponsored by Leopard Institute, Mr. Zhang Soy, the founder of Leopard Change IP and Dean of Leopard College, conducted The wonderful title of “Cognitive Rebirth of the Founder’s Brand of Life”. As a partner, Note Man is reviewed and approved by the organizer and the speaker.
Notes invite you to think before reading:
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What is the core difference between IP and brand?
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Where is the value of personal brand positioning?
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How is it unique in the minds of users?
Personal brand positioning is critical, and it is completely different from corporate positioning and product positioning.
Everyone who wants to be a personal brand, the first thing to do is personal brand positioning, which includes very important people.
Below, let me teach you how to position your personal brand.
First, the impact of personal brand on everyone
In 2014, we served a fairly good consumer company. The company achieved 3.7 billion in three years and encountered difficulties in the fourth year, so its founders recruited partners.
But he found that partners are extremely unacceptable for what they do every day, and the reason for not recognizing is that the partners believe that many things are currently being done, not the genes of the company. In other words, it is not the gene of the founder at all.
So after he thought deeply, he began to break his arms and cut off the business chain that was completely incompatible with the company’s genes, and made a second curve jump. The result is very good, with a profit of about 1.2 billion in 2017.
This case makes us think: When we haven’t figured out the positioning, most of the things we do are wrong, because the source of the positioning is the foundation of the founder.because.
This mistake is not the fault of doing extra things, but the fault of nature. The essential error will directly affect your genes and tones.
Back to personal branding, one of the most important things is to constantly comb the core genes of your business. All traditional industries are also related to individual brands.
In fact, when you slowly understand IP thinking, you will find that as long as you are dealing with people, as long as the subject you are facing is a person, your personal brand will play a great role. .
Including the value you pass to others, it also directly affects the value judgment of others about anything you do. This is terrible.
People are subjective. It is very difficult to find some relative objectivity in subjectivity, so we must enter the subjective core concept.
Positioning is to construct an emotionally objective existence in the subjective perspective of the target group.
Second, personal brand development history
All historical processes are iterations of personal brands. Time is the main axis, and there are all kinds of single points on the nodes of time, that is people.
For example, in myths and history books, characters occupy the main body. Whether it is the Nuwa and the Yellow Emperor, these primitive ancient IPs still have clear features.
It may not exist in itself, but it deeply affects our judgment of value and life. Everyone lives in ideology, and it doesn’t matter who you are telling, but it is useful for you to tell stories.
And let’s review history, that is, what happened to some people in those years, people will always be the core memory node.
We are creating new concepts, extending them with concepts, making them relevant to your life and grafting on your spirit. In this way, everyone will form a consensus on “I think he is XX”.
1. Stage 1: Personal brand pays attention to a word – “new definition”
For example, do garage media advertising, don’t just stay in “I am an advertisement”, stay at the price/performance level of the product floor; change your mind and change from “selling advertising” to “garage scene marketing expert” “Your identity is iterated.
Your sales process is to “educate” the entire market and let people who don’t understand become aware of you.
When you become a “garage scene marketing expert”,