Brand Yourself: Law of Credentials


The crucial ingredient in the success of any brand is its claim to authenticity.

Be authentic. Period.

No one wants to listen to someone who is rambling from a memorized speech or talking points. Customers of political information are rightfully skeptical of anyone speaking in front of them.  They tend to disbelieve most claims because of past injustices.

In order to be authentic, you have to be real.  A real politician is one who is there to serve, not to have a career.  If people get the feeling that you are there only to benefit yourself, anything you say will seem like a lie to them.

In order to be believed, you need credentials.  What are credentials though?  Credentials are the way you guarantee your brand.  If you your credentials are what people are looking to see implemented, they are more than likely going to believe what you have to say.

The best way to establish your credentials is through leadership.  Volunteer work, self sacrifice, and acts of kindness will create the personal connection you need to capture the hearts and minds of individuals.  Individuals aren’t stupid.  They will spot a phony person in a heartbeat.  Be a real person, not a talking suit.

Credentials help immensely in publicity.  People want to know who you are, so they look to your past.  If you have been lying to individuals, cheating the system, and forcing your will upon people, the individuals of groups who could give you publicity will gladly point out your flaws and flaunt those instead of your positives.

Remember, in the end, what people want is leadership.  Not just any kind of leadership, but leadership that they can trust in.  A leadership that allows for them to go home to their families every night and know that no one is taking away their freedoms.  Don’t sell out your audience.  Don’t compromise on your principles.

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To read the full book “The 22 Immutable Laws of Branding” please click the book below:

The 22 Immutable Laws of Branding

The 22 Immutable Laws of Branding also tackles one of the most challenging marketing problems today: branding on the Web.

The Rieses divulge the controversial and counterintuitive strategies and secrets that both small and large companies have used to establish internet brands.

The 22 Immutable Laws of Branding is the essential primer on building a category-dominating, world-class brand

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