Are You Internationally Recognized, Are You Branded?

By Barrett Niehus
Posted Tuesday, August 24, 2004

What comes to mind when you think of Body By Jake, Bill Pearl, or Tiger Woods? If you are like most, you identify three individuals that have made a name for themselves in the fitness or sports world. Through their own drive and talent, they have succeeded in making their own names universally recognized in their respective professions. What sets these individuals apart from those aspiring to succeed in similar fashion? These three people have successfully created brand recognition with their own identities, and have reaped the fame associated with this feat.

The question remains, how have these individuals achieved undeniable fame where their peers struggle to remain in business? Some of the answer lies with talent, but much more of the solution lies within their unyielding commitment to succeed. Jake Steinfeld of Body by Jake fame started out as a Los Angeles based fitness trainer. He used the relationships that he developed with his clientele to create inroads into television and network marketing. Bill Pearl used his wisdom and extensive knowledge of fitness to
become one of the most recognized authors of fitness commentary in the world. Because of his drive to succeed, and his ability to articulate his knowledge, Mr. Pearl's name is instantly recognized by fitness professionals around the world. Finally, there is Tiger Woods. A man who has been assigned the role as possibly the best professional golfer the world has ever seen. Why do we recognize his name? Not necessarily because of his extreme talent, but more because of the brand that Nike has created with him.

The lesson to all of this is that by creating brand recognition, individuals and companies can create great wealth and recognition for themselves. Creation of brand recognition lies initially with defining exactly how you or your business needs to be perceived by the public. When you define how you will be perceived, it will be much easier to define how to attract attention and establish your brand. Bill Pearl is perceived as a fitness guru for hard core enthusiasts; while Jake is perceived as a friendly instructor for the moderately fit. Both have established their brand by defining how they want to be perceived and taking steps to behave accordingly.

Define how you want the public to view your brand, and take steps to gain attention and support that brand. Advertising is an effective medium, but low budget marketing can create significant brand recognition with little or no money. If it is consistent with the image you are endeavoring to create,
coordinate with charities and events to promote yourself while helping others. Gain attention by staging media stunts, or creatively distributing your name to the public. Communicate your brand with a consistent message and continually promote. It will take time, but through your own efforts, your name may be as easily recognizable as Jane Fonda, Tiger Woods, or Bill Gates.

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