“The test of a first-rate intelligence is the ability to hold two opposing ideas in mind at the same time and still retain the ability to function.” – F. Scott Fitzgerald
During my recent walk to my favourite food store I noticed men queuing in front of the barber shop here in Amsterdam East. The shop was crowded and there was a sense of camaraderie. It didn’t take me long to notice that they all looked alike – they all had the same haircut! Those with the fresh haircut as well as those waiting to sit into a barber’s chair all wore semi-shaved sides with some hair left on top. You can have it in any shape you want, as long as it’s our signature look, kind of thing. Shop’s brand identity was somewhere between Ryan Reynolds’ and Beckham’s hair, take it or leave it.
This barber and Henry Ford, the carmaker, have a lot in common.
In 1908 Henry Ford famously introduced his first T-Model car for a common man. The aim was to make a practical, affordable and low maintenance vehicle, therefore between 1913 to 1925 the car was mass-produced in only one colour—black. Ford famously proclaimed (paraphrasing) “You can have it in any colour you want, as long as it is black”.
Brand serves as an ID card. Branding, the creation of differences, has been around for centuries as a means to distinguishing products and services from that of competitors. The invaluable part of a brand is to simplify decision-making and reduce risk (Kotler et al, 2012).
Branding acts as a mental shortcut. It is a guarantee of quality rooted in foundations of Behavioral Economics that teaches, that people tend to avoid risk. In order to do so, consumers are prepared to pay a price premium now, in order to avoid a possibility of having to spend more later.
A brand is created but ultimately, it resides in the mind of a consumer. This is the same with products and service or, your personal brand. Personal brand is your reputation, values, and the communication style combined. It’s what differentiates you from others, and testifies your unique value.
If the invaluable part of a brand is to simplify decisions for others and reduce risk, then the most effective way to do so is through consistency. Simply put, let people know what they can expect, and keep it up. It is a sure way to building trust.
However, innovation and great breakthroughs don’t happen in the familiar and comfortable. Stepping out of the ‘controlled environment’, out of the familiar, and developing a sense for opportunities is what differentiate average from outstanding. It’s about taking risks.
For a surfer this means getting barrelled, going inside the curve or barrel of a finely-shaped breaking wave.
In the Point Break (2015) film, surfing comprises of one of the most magnificent parts of this picture. To capture the beauty of the big-wave action, the filmmaker shot at one of the premier surf locations on the planet – Peahi Maui in Hawaii, known for the legendary big-wave break called Jaws, and in the village of Teahupo’o, Tahiti in French Polynesia.
While filming in Maui, the crew was lucky and caught one of the largest wave breaks of the last decade being ridden by the world’s top big wave surfers.
Filming was challenging and risky, and the results outstanding.
Let people know what differentiates you from others, and give them a sense of security by being consistent in your behaviour and performance. At the same, try stepping out of your safety net by trying new things and taking risks, even at the cost of your consistency. Don’t rely on others to know your potential, because nobody can know it better than you.
What wave do you wish you were riding but haven’t done yet? Before getting barrelled, you can always start with baby steps.
Image: Alamy
Resource:
Kotler P, Keller K.L., Hassan S, Baalbaki I, Stamma H, 2012, Marketing Management, Pearson.