Another thought came to mind while writing the chapter of my book called "Define the spirit of your brand": what song captures the essence of what you want your customers to feel about you or your company?
Mine came when I was blasting the radio yesterday morning on the way back from dropping Josh off at preschool. My old fogie readers (like me!) will remember the classic Lean on Me by Bill Withers. I love and adore this song. It has a down-to-earth friendliness that I really want my clients to feel, as well as a "when we work together, we lift each other up" message which speaks to the reciprocity in a coaching relationship. Rather than positioning myself as an elusive expert, I like to work as a down-home, friend next door here to help you through the rough spots of your employee-to-entrepreneur journey. The fact that I work primarily on the phone and he finishes the song with "Call me" is icing on the cake.
I briefly explained the concept of "spirit of your brand" in a guest post for the New York Times:
Describe the spirit of your brand. Any business you choose is a
reflection of your unique personality. Queen Latifah’s personal brand
says “self-confidence.” You feel this spirit in all her work, from
rapping to acting to promoting Cover Girl. To add cohesion to many
different business ideas, choose a word or small phrase that describes
the spirit of your personal brand. This could be something like “smart
entertainment,” which would cover a syndicated comic strip, video game
production company and romance novel.
Much more than just a company name, brand spirit is a living, breathing, multi-sensory experience that includes images, words, sounds and feeling.
I am dying to know: what song captures your brand spirit? If you can, let me know what your company does (or will do) and why the song fits.
Enjoy your weekend everyone!