You may not agree with his opinions, but his personal
branding techniques serve as a tried-and-true model for anyone seeking success.
There are many lessons to be gleaned from the Donald Trump phenomenon. This may
be one of the most important: perception becomes reality, so you need to tell a
convincing narrative persistently, frequently, and well.
Donald Trump is running for president in part on on the
claim that he’s been a really rich and wildly successful businessperson.
1. Be consistent. Say what you will about Donald Trump – he
has been called brash, bombastic and ridiculous by his fellow Republicans and
the media, but he has been called all of these things consistently. From the
sweeping, provocative statements to his willingness to alienate entire
populations to his instantly recognizable (and mimic-able) speaking style, we
get what we expect. Just like we get the same coffee at Starbucks regardless of
where we buy it, Trump is a master of this important concept of branding –
consistency. Strong brands deliver on their promise with everything they do.
2. Be confident. When Trump says he’s going to build a wall
– an amazing wall, and Mexicans are going to pay for it – he says it with such
conviction that it seems plausible. His followers don’t doubt that he’ll
deliver. Confidence is one of the most attractive brand attributes there is. We
gravitate to those who are self-assured and unwavering in their optimistic
promises. Of course, this is only useful in building a brand if it’s rooted in
reality (approval ratings can plummet for elected officials who were once
wildly popular on the campaign trail). To build your brand – and your following
– demonstrate conviction and exude confidence, backed by the true ability to
follow through on your promises.
3. Take a stand. Many professionals try not to make waves
and want everyone to like them, yet the strongest brands in the world often
repel as many people as they attract. Strong brands express a point of view and
stick with it fervently. Few people are on the fence about Donald Trump. His
brand reflects true polarity: There’s a petition to ban him in the UK while at
the same time Vladimir Putin said of him, “He is a bright and talented person
without any doubt [and] an outstanding and talented personality,” CNN. Contrast
that with Lindsey Graham’s statement “You know how you make America great
again? Tell Donald Trump to go to hell.” It may feel uncomfortable, but
personal branding is not about pleasing all the people all the time. It’s about
taking a stand – knowing that not everyone is going to agree with you.
4. Create demand through intrigue. The reason people are
tuning in to the Republican debates in record numbers says less about interest
in the political race and is more a reflection of wanting to hear what Donald
Trump is going to say. It’s the reason he is invited on virtually every news
and talk show on air. “I think apologizing’s a great thing, but you have to be
wrong. I will absolutely apologize, sometime in the hopefully distant future,
if I’m ever wrong,” Trump spouted on Jimmy Fallon. This audacity is intriguing,
and it’s what makes viewers want to tune in. When building your brand, you want
to spark a high level of interest (being audacious is just one way to
accomplish that).
5. Be recognizable. Strong brands have a trademark. For some
it is a catchphrase like Martha Stewart’s “it’s a good thing.” For others, it’s
a piece of clothing – like Mark Zuckerberg’s gray t-shirt. For Donald Trump,
it’s both his hair (whose authenticity he verified by having a supporter pull
on it) and his consistent use of superlatives – the biggest, best, most. National
Review culled Donald Trump’s Eight Best Lines Ever Read including “I will be
the greatest jobs president God ever created.” What’s your trademark?
Thank you fortune magazine for various insights.
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