Pepsi or Coke?

Imagine yourself going to the grocery store. You are walking around picking your groceries. You pass the beverage isle. Before you know it, you reach for Pepsi. Or is it Coke? Even though there is a huge variety of other drinks around you, chances are that you picked either Pepsi or Coke. Now ask yourself: “Why did I pick it?” Is it because one tastes better than the other? Is it because Coke or Pepsi has advantages or one another? Do you even know?

Chances are you do not know why you picked Pepsi instead of Coke or vice versa. But I know who can tell you that. It is the advertising and marketing departments of both Coke and Pepsi. Those companies put millions or even billions of dollars into advertising to sell you mediocre products. Companies analyze and research how and why people make decisions; how people create emotional bonds with products; how people perceive products. Once they have that information, they use it to create new brands or reinforce already existing ones.

What does branding mean to you?

To me branding means creating desired associations with a certain name that would not otherwise be there. Once again, what do you think of when you think of Coke? What does thinking of Pepsi bring to your mind? Answering that might give you a glimpse of why you pick Coke or Pepsi over hundreds of other choices.

So, why do companies focus on branding, advertising and marketing so much? Because it matters. It creates value in people’s minds. It differentiates products one from another even though in reality they might be exactly the same.

Now comes the real question: how much do you focus on branding, advertising and marketing yourself?

Brand Yourself

Until very recently, I believed that it should not matter what others thought of me. I believed that the only thing that should matter is what I think of myself. Now that belief has changed. Hopefully, you will understand why after finishing this article.

It is very important what others think of you. To be more exact it is more important what you make others think of you. Pepsi and Coke are always telling you what to think of their products. They tell you to feel happy, refreshed, enthusiastic, energetic, etc. through marketing and advertising. Why can’t you do the same? Why leave it up to others to tell you who you really are? Why not tell others what they should think of you? Why not? You should and you should do it NOW!

Left to it’s own devices, people will talk anything they want about you based on they way you act, talk or interact with others. Imagine if you told others what you want them to think of you. What would happen? They will start thinking of you that exact way. The trick here is to act congruently with what you tell others. Otherwise, people will soon realize that you are fake. If you are able to not only talk the talk but also walk the walk, people will start having the associations that you want them to have when they hear your name.

Why is all of the above important? Why is it important what others think of you? Simple answer is: it opens opportunities that would not otherwise be there. Imagine if you create an image of yourself as a reliable and trustworthy person who is easy to get along. Now also imagine that you are looking for a job. Now, one of your friends with this positive image in their head talks to an employer who is looking for people who are reliable, trustworthy and easy to get along. Whose name do you think will come up? Chances are: Yours.

You will have the upper hand. You will be the Pepsi or the Coke amongst the sea of other candidates. I hope now you can see why it is important what others think of you and why you should them what to think of you and act congruently later on. That is how you will create a brand for yourself.

Validation

Even though it is important what others think of you, it is important not to get caught in the trap of validation. Here is how it works.

1. You decide what you want others to think of you
2. You tell them what to think of you
3. You act on it.

Your job is done. If somebody does not like it, then it is their problem. You have chosen and decided the way you want to be perceived. You are in control of how others think of you. Naturally, there will be individuals who will not like you for various reasons, but that should be of no concern to you. If they do not like you for who you are, then they have no business being around you either way. Just stay confident, be yourself and forget the rest.