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E-ssential
Message # 082:
What are the Essential elements of your brand?
Walking around Moscow was a lesson in branding.
We were facilitating a series of meetings to help a client there work through their Essential Message, and we had plenty of time to explore the city in the evenings.
I can't read Russian -- which uses a mixture of Hebrew, Greek, Latin and other letters -- so reading street signs and finding our way around was a bit of a challenge.
So picture this: we're in the middle of Moscow trying to make plans to meet up later. I could have said, 'meet you at the windmill', but instead, without even thinking I said, 'I'll meet you at the Corona sign.'
Everyone knew exactly what I meant -- even though the letter 'C' has an 'S' sound in Russian. In fact, the sign doesn't mean Corona at all, but rather something like 'Old Mill'!
It's interesting that a company is able to burn certain elements of its brand into our collective consciousness so that they are recognizable anywhere -- even totally out of context. Another case in point is McDonald's; the golden arches being one of the most highly recognized symbols around the world.
How can you accomplish the same thing within your market? The trick is to identify those elements which uniquely identify you as you. Do you know what the Essential elements are of your brand?
P.S. What a coincidence! My next workshop on June 26 will help you discover the Essential elements of your brand, by helping you discover what drives you crazy makes you great!
Who is Michel Neray and What's The Essential Message?
The Essential Message is about discovering your true differentiation and then learning how to communicate it in the most compelling way. But higher sales, greater alignment of sales and marketing and a stronger brand position aren't the only reasons why so many independent professionals, entrepreneurs and emerging companies rave about The Essential Message.
Clients also say that one of the biggest advantages of the Essential Message approach is how it helps them gain the confidence, momentum and resilience that can only come from being absolutely clear about their strengths and unique difference – as companies and as individuals.
The Essential Message was created by Michel Neray based on 25 years as an award-winning copywriter, an entrepreneur, a tradeshow pitchman and a senior sales and marketing executive. (He also rides motorcycles, does whitewater canoeing, and has his 2nd degree black belt in karate.)
For information about our corporate facilitation, copywriting and consulting services, or booking Michel to speak at your conference, please call 416 534-4766 or link to www.EssentialMessage.com.
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