Marketing Evolution To Revolution:
I told you I was serious about elevating the game on 𝕏.
This is a Mike Masters must-read, for anyone serious about Personal Branding.
How To Discover Your Edge - stand out;
Connect authentically, and dominate your space.
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From Village Squares to Virtual Marketplaces:
The Evolution Of Marketing and How To Capitalize On This To Evolve Your Personal Brand:
Once upon a time, not too long ago, okay, maybe quite a while ago, life was more simple...
People lived in a small town where everyone knew everyone.
There was one baker who made your daily bread, one shoemaker who fixed your boots when they wore out, and one dentist who made sure you could keep chomping on that bread without wincing.
Life was straightforward, uncomplicated, and wonderfully predictable. But it also lacked scale.
In this cozy little world, branding wasn't really a thing.
After all, why would the baker need a brand when everyone in town knew him by name, could smell his freshly baked goods from a mile away, and could even track his bread-baking schedule by the rumbling of their stomachs?
The shoemaker didn’t need a logo or a tagline, his skill was evident in the sturdy soles that kept the townspeople's feet dry and their toes unscathed.
And as for the dentist?
Well, let’s just say that if you needed him, you knew where to find him, and everyone in town probably knew when you did, thanks to the communal screams that echoed through the town whenever someone needed a tooth pulled !
The Small Town Simplicity
In these small towns, life revolved around relationships. Your choice of service wasn’t based on a fancy advertisement or a catchy jingle.
It was based on trust, reputation, and a certain level of inevitability, there was only one option!
The baker was your cousin’s best friend, the shoemaker had been repairing your family’s shoes for generations, and the dentist?
Well, he was the only one brave enough to put his hands in other people’s mouths!
In this tight-knit community, your choices were limited, but your loyalty was abundant.
Everyone knew what they were getting, and there was comfort in that.
The baker didn’t need to tell you that his bread was the fluffiest or the tastiest, you already knew because you ate it every morning.
The shoemaker didn’t need to claim that his repairs were the best, they just were, because no one else was stitching up shoes.
And the dentist? Let’s be honest, no one’s ever been thrilled about going to the dentist, but at least you knew him well enough to trust him, even if you didn’t particularly like him.
The Big Town Blues
But then, things changed. Towns grew, populations exploded, and suddenly there wasn’t just one baker, one shoemaker, or one dentist.
There were two, then three, and then, gasp, an entire street lined with bakeries, shoe repair shops, and dental offices.
With all this choice, life got complicated. Who do you trust with your shoes, your teeth, or your taste buds now? Suddenly, it wasn’t so simple anymore.
As more businesses popped up, the need to stand out became crucial.
The new baker on the block couldn’t just rely on the smell of fresh bread wafting through the air to draw in customers. No, he needed something more, something to distinguish his loaves from the others.
Was his bread organic? Made with ancient grains? Kneaded with love and baked with a side of charisma?
The shoemaker, too, had to set himself apart. Were his repairs done faster? With better materials? Did he offer a free shine with every resole?
And the dentist, did he have gentler hands? A more comfortable chair?
Or perhaps the revolutionary idea of not causing his patients immense pain?
This Is Where Branding Came In:
Businesses had to start telling a story, creating an identity, and carving out a niche in the increasingly crowded marketplace.
They needed to give customers a reason to choose them over the other options.
The baker’s bread wasn’t just bread anymore; it was “Grandma’s Recipe, Passed Down Through Generations.”
The shoemaker didn’t just fix shoes; he
“Revived Your Favorite Footwear to Its Former Glory.”
And the dentist? Well, he wasn’t just a tooth-puller anymore; he was the;
“Smile Doctor, Crafting Confidence One Tooth at a Time.”
From Businesses to Personal Brands
Fast forward to today, and the concept of branding has evolved even further. It’s no longer just for businesses, it’s for individuals, too.
In this digital age, where everyone from your next-door neighbor to that high school friend you haven’t spoken to in 15 years has an online presence, personal branding has become essential.
You see, just like those bakers, shoemakers, and dentists in growing towns, you need to stand out in your own crowded marketplace.
Whether you’re a freelancer, an entrepreneur, or someone climbing the corporate ladder, your personal brand is what sets you apart.
It’s what makes people remember you, trust you, and choose you over others who might offer similar skills or services.
But how do you go about building a personal brand that resonates and endures?
Find Your Unique Value Proposition (Your Secret Ingredient)
Just like the bakers who had to differentiate their bread, you need to figure out what makes you unique.
What do you offer that no one else does?
What’s your secret ingredient?
It could be a specific skill set, a unique perspective, or even just a way of doing things that’s entirely your own.
Maybe you’re a graphic designer who specializes in eco-friendly, sustainable design.
Or perhaps you’re a financial advisor who focuses on helping creative professionals manage their money.
Whatever it is, identify it, own it, and make it the cornerstone of your personal brand.
Conduct a Personal SWOT Analysis: Identify your Strengths, Weaknesses, Opportunities, and Threats as they relate to your personal brand.
This analysis will help you understand what sets you apart and where you can leverage your unique strengths.
Interview Your Network: Ask colleagues, mentors, and clients what they think your unique strengths are. Sometimes, others see qualities in you that you might overlook. Ask me !
Use their feedback to refine your value proposition.
Create a Signature Offering: Develop a specific product, service, or method that only you offer.
This could be a unique package, a branded process, or a specialized consultation that highlights your unique skills and expertise.
Tell Your Story (Bake It with Love)
In the same way that bakers began telling stories about their bread to draw in customers, you need to craft your own narrative.
Why do you do what you do?
What drives you?
What experiences have shaped you?
People connect with stories, not just skills.
They want to know the person behind the brand. So don’t be afraid to share your journey, the challenges, the failures, the triumphs.
Just as the best bread is made with love, the best personal brands are built on authenticity.
Craft a 30-Second Elevator Pitch: Summarize your story in a concise, engaging way that you can share in any situation.
This pitch should capture the essence of your journey and what drives you, making it easy to communicate your brand quickly.
Use Visual Storytelling: Incorporate visuals like infographics, timelines, or videos to tell your story. Visual elements can make your narrative more compelling and memorable, especially in a digital landscape where attention spans are short.
Share Micro-Stories: Break down your larger story into smaller, relatable anecdotes that you can share across different platforms. (Yep, starting with 𝕏)
These micro-stories can highlight specific experiences or lessons learned, making your brand more relatable.
Be Consistent (Keep the Quality High)
Remember how the townspeople always knew what to expect from their one baker?
Consistency is key in branding, too. Once you’ve defined your personal brand, stick to it.
Your messaging, your online presence, and even the way you interact with people should all reflect your brand.
This doesn’t mean you can’t evolve over time, after all, even the best bakers try new recipes, but it does mean that your core identity should remain consistent.
This builds trust and ensures that people know what to expect from you, whether they’re reading your latest tweet, blog post, seeing your latest project, or working with you directly.
Develop a Content Calendar: Plan your content in advance to ensure a steady flow of consistent messaging. This helps maintain the quality and coherence of your brand’s voice across all platforms.
Audit Your Brand Regularly: Conduct periodic reviews of your online presence to ensure everything aligns with your core brand identity. Check your website, social media profiles, and any public-facing content for consistency.
Create a Brand Checklist: Before publishing anything, use a checklist that ensures every piece of content aligns with your brand values, voice, and visual style. This simple step can help maintain consistency across all your communications.
Engage with Your Audience (Get to Know Your Customers)
Just like the best bakers knew their customers by name, you should engage with your audience.
Whether it’s through social media, email newsletters, or face-to-face interactions, take the time to connect with the people who follow your work.
Respond to comments, ask for feedback, and show appreciation. Me - im right back at you meaningfully responding immediately. Test the theory!
Building a strong personal brand isn’t just about broadcasting your message, it’s about creating a community.
When people feel like they’re part of something, they’re more likely to stick around and support you.
Evolve and Adapt (Try New Recipes)
Finally, don’t be afraid to evolve. The best bakers didn’t just stick to one type of bread; they experimented, adapted to new tastes, and tried new recipes.
Your personal brand should do the same. Stay open to feedback, be willing to learn, and keep an eye on trends in your industry.
But remember, while it’s important to evolve, you should never lose sight of your core values and what makes you unique.
After all, that’s what got you here in the first place.
Experiment with New Content Formats: Test out different types of content, such as podcasts, live streams, or interactive posts.
Experimentation keeps your brand fresh and helps you reach different segments of your audience. Its a big old world out there, and it doesn't have to be limited to 𝕏.
Stay Ahead of Industry Trends: Regularly research emerging trends in your industry and consider how they might impact your brand. Adapt your strategies and offerings to stay relevant and competitive.
Embrace Failure as a Learning Tool: When trying new things, not everything will work. I have failed many timed before I 'made it.' You will too. But don't worry: Mike got every Follower covered.
View failures as opportunities to learn and refine your approach. Share these experiences with your audience to show your adaptability and resilience.
Conclusion: From Village Life to Digital Age
In the end, the principles of branding that emerged in those growing towns are just as relevant today as they were then.
Whether you’re a baker, a shoemaker, a dentist, or a personal brand builder, the goal is the same: to stand out, to be remembered, and to create a connection with the people you serve.
So take a lesson from the bakers of old, find your secret ingredient, tell your story, and bake your brand with love.
Because in this big, bustling digital town we all live in, the best brands are the ones that make us feel like we’re back in that small village, choosing the baker we’ve trusted for years.
Yours, 💘
Michael Masters - The Info Architect
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Helping you Master the Elements of Mindset, Coaching, Content Creation, Writing and Personal Branding.
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