If you’re looking to show up, stand out and stake out your territory in this economy, here are three ways you can create a wickedly bigger, bolder and more provocative brand. This is about reframing the vision of your brand. Ready to position yourself at the front of the pack Y/N?

Passion perfects personality

OK. Just remember, we’re living in unprecedented times. More than ever, it’s critical to be passionate about what you’re doing before even thinking about crafting a personality around your brand. It all starts with paying closer attention to everything you’re doing so that you can soar (no, catapult) above the new brand landscape.

FYI I dare you to wear the cap of Brand Guardian every day. Just like the captain of a ship, your responsibility is steering your brand through stormy weather. Deal Y/N?! Here goes:

1)  Ignite a new energy into your brand.

This is not the time to be complacent or paralyzed. Remember your brand is a dynamic, living organism. It has a preference, by the way, for feeling alive and showing strong, vital signs. If your brand is lacking luster (or misbehaving), this is your time to re-evaluate the current energy embedded in your brand – and recharge it with your own idiosyncratic personality so that everyone can actually understand who you are – in a flash.

So what do to? Talk to your colleagues, peers, clients – the people you trust. Ask them for honest feedback about your brand’s current energy levels and how it affects the way they feel about you. Energy is a currency, remember. It’s a way of transacting in the world today. Everyone has a feeling about this kind of energy exchange so keep asking questions until you get some helpful answers.

2) Amp up your brand story.

This is about reshaping and retelling your brand story so your tribe truly understands your value. Remember, your tribe longs for your story, the personal details, your journey and why you’re doing what you do. So how is your story shaping up right now? Bring your message to life: If it’s true, real and authentic, your story will hook your audience. You’ll be more memorable in an emotional way, and it will land a clear spot in their psyche. What’s more, it will give you a huge competitive advantage.

So what do to? Wear the hat of Brand Storyteller. Focus on crafting a different kind of story about who you are, what you do but more importantly, why you do what you do. Write down the defining moments in your life. Analyze the common thread weaving throughout these moments and then, share it with your tribe.

3) Tap into what your tribe is craving.

Your tribe is craving real, authentic messaging from you – a sense of who you are. As brand guardian, make sure they know you have blood running through your veins.

What do to? This is the time to create a series of 60-90-second videos where you talk directly – upfront and personal – to your tribe. Offer valuable content, tips, solutions, strategies, ideas – all told in your own idiosyncratic voice and highly-personal way of doing things. If you don’t already have a FLIP video, buy one immediately. It’s affordable, and it’s just a matter of putting yourself in front of a camera and start talking.

FYI Your tribe is longing to hear from you. Don’t keep them waiting.


Mary van de Wiel is best known for her global expertise when it comes to coaxing out the real power in brands to dramatically increase sales. Van is founder and Creative Director of ZingYourBrand.com. She is the author of soon-to-be-published Dead Brand Walking: A Brand Therapist’s Viewpoint. Follow her on Twitter