Yesterday I went for a run at 8:30 in the morning.

‍

Just a quick’n’dirty 7k.

‍

But unlike most of my runs where I venture out into the beautiful vineyards of Western Germany (trust me, the view is exquisite!)… I decided to take a different route into the city.

‍

The first thing I’ll say:

‍

Running in the city is hella annoying. 

‍

Cars, traffic lights, random crackheads shooting up heroin at 9 AM… not my cuppa tea.

‍

But it was pretty fun nonetheless. Why? Well, because I got to see tons of advertisements.

‍

If you’re an avid reader of this newsletter, you’ll know that I’m a huge nerd, like… HUGE nerd when it comes to advertising (I mean, it’s kinda my job). So I was delighted to witness all this advertising MAGIC these local companies were producing.

‍

Frankly… I was disappointed.

‍

Most posters just repeated the same cheap slogans like “most trusted ____” or “best in town” over and over again.

‍

But there was one poster that stood out.

‍

It was by a radio station.

‍

(Like close to every second poster on that street).

‍

But unlike most radio stations which just had their logo, their music genre, and a vague (boring) slogan on their poster… this one played into something more personal.

‍

It depicted the hosts of the show.

Let me try to describe it:

‍

One of the two woman moderators had dark-purple hair which covered half of the poster because she was frantically headbanging and jamming on the air guitar. She was  clearly the “crazy one.”

‍

The other host, standing a bit further behind, looked seriously concerned for the mental welfare of her co-host. She wore a gray blazer + white blouse, had neatly combed hair, and looked like your average white-collar lady. She took the role of the “reasonable older sister.”

‍

I thought this was genius.

‍

Not only does this give you a good feel of what you can expect when you tune into the station… but it also makes you “take sides” and pick who more accurately depicts YOU.

‍

This is called Archetype Marketing.

‍

This is where you create a persona with specific traits and values (such as the “rebel” or the “good girl”) that audiences can connect with or aspire to emulate.

‍

And this is a great display of why personal branding is so important nowadays.

‍

See, if you’re just posting content from your company profile, you’ll be like one of the countless radio stations that I couldn’t even remember the name of 2 minutes after reading their poster.

‍

Compare that to the personal connection I felt when I saw actual PEOPLE including all their quirky traits.

‍

That’s the equivalent of a strong personal brand.

‍

Having a solidified personal brand gives your ideal customers someone to look up to and follow. Someone they aspire to be like.

‍

And this, my dear friend, is how you start a movement.

‍

Movements are always led by strong leaders (duh).

‍

And as the founder of your company, you have to be that leader for your dream customers. You have to guide them towards your vision. You have to be the one they WANT to follow and cheer for.

‍

Well, that’s exactly what I do in my DFY program.

‍

For the full details, reply with “DFY” and I’ll send them to you.

‍

Anyways…

‍

I wish you a headbangin’ day!

‍

Tim <3

‍