I Am....

Uncovering Your Unique Brand

By Audrey McLeod

Branding is the “hot” topic in business right now. Companies are concerned with their brand and what it says to the world. Individuals are branding themselves to manage their career searches. Social networking has opened up a new world for your specific “purple cow.”

The American Marketing Association (AMA) defines a brand as a "name, term, sign, symbol or design, or a combination of them intended to identify the goods and services of one seller or group of sellers and to differentiate them from those of other sellers.”

Therefore, it makes sense to understand that branding is not about getting your target market to choose you over the competition, but it is about getting your prospects to see you as the only one that provides a solution to their problem.

The objectives that a good brand will achieve include:

• Delivers the message clearly
• Confirms your credibility
• Connects your target prospects emotionally
• Cements user loyalty

Your brand resides within the hearts and minds of customers, clients and prospects; it is the sum total of their experiences and perceptions, some of which you can influence and some of which you cannot.

A strong brand is invaluable as the battle for customers intensifies day by day. It's important to spend time investing in researching, defining and building your brand. After all, your brand is the source of a promise to your consumer. It's a foundational piece in your marketing communication and one you do not want to be without.

Jesus branded himself many times in the Bible but the one that I think of first is, “I am the good shepherd” (John 10:11). What image does that immediately conjure up for you? Of course we all see the familiar image of Jesus holding a sheep. What do you think about when you think of shepherds? They spend their entire lives in the field, tending their flocks. When you look at the thesaurus for the word “tending” you also find “treatment,” “nurture,” and “attention.” Jesus branded himself as the one who nurtures us just as a shepherd nurtures his sheep. This branding gives us the emotional connection of being cared for by the son of God. For me, I immediately feel coddled, warm, and cared for by a good shepherd, like being wrapped in the arms of a loving father.

What about us? What is our brand and how does it affect the world around us? What are those word pictures that describe you? How is your Christianity reflected in your brand? Have you even taken the time to uncover your uniqueness?

Several years ago, I was given a precious gift at Christmas. The gift was a children’s book entitled “The Tree That Cried.” The story is of a tree on a Christmas tree farm that hoped each year that someone would cut him down and turn him into a beautiful Christmas tree to be placed in someone’s home. But each year, this tree was passed over because he was too tall. He agonized over the fact that God created him to be a big tree that was undesirable to families as they came searching for their perfect tree. One year, the tall tree was chosen, cut down and hauled on a big truck across the country. He didn’t know why but he was just happy to be chosen. When he reached his destination, he found that he was the tree that was selected specifically for the White House! He realized he was being grown for a very special purpose.

Each year at this time I am reminded of that gift and the message it had for all of us. What is that special purpose or brand we are called to show the world? God created each of us with a special, complex and unique brand. “Thank you for making me so wonderfully complex! Your workmanship is marvelous—and how I know it. You watched me as I was being formed in utter seclusion, as I was woven together in the dark of the womb.” Psalm 139: 14-15 Like the tree, He has a special purpose and place for us in this world. “For we are God’s masterpiece. He has created us anew in Christ Jesus, so that we can do the good things he planned for us long ago.” Eph. 2:10

What a wonderful God we have to create each of us so unique and complex … to give us the opportunity to uncover our brand and share God’s greatness through each of us in the world. What a great responsibility we have to brand ourselves as God intended.

If you would like assistance uncovering your personal or company brand, you may want to consider coaching through the process. Contact me at: coachaudrey@comcast.net

For Further Study….

1. There are seven “I am” sayings in the gospel of John. Review the following passages. Reflect on each and identify the “brand” of Jesus.

· John 6:48

· John 8:12

· John 10:9

· John 10:11

· John 11:25

· John 14:6

· John 15:1

2. Consider the brands of people whom you know. What do they say to you about them and their walk with the Lord?

3. Ask people you know to give you one word that describes you. This promises to be an amazing discovery for you.

4. Uncover your unique brand by considering how God made you unique.

· What are your strengths?

· What are you able to do that most people find difficult?

· What spiritual gifts did he give you? (Romans 12, 1 Cor. 12, Eph. 4)