Did you vote in the last presidential election? Did you get a cool “I voted.” sticker? It was interesting how many people wore that sticker proudly. My newsfeed was flooded with Instagram, Facebook and Twitter photos. In fact, I posted it too.
Why do you think we were so interested in letting others know that we voted?
The reason is because we like to manage our self-images. This social identity reflects how we want others to view us — especially if it’s positive. This is why brand association is the crux of many business strategies.
Whatever the label is, it has to be desirable. In this case, being politically active was something good. Now, the question is how you can apply this to your business.
Labels Make People Want to Act
According to a Stanford review on invoking action through self image, people are more likely to act if they are labeled with a title. As one of their examples, a child labeled as, “a carrot eater” is more likely to eat carrots. (helpful hint for parents)
Additionally, labels add value. For example, which bag are you more likely to buy?
- Ergonomic camera bag for professional photographers
- Camera bag
Chances are, before analyzing the price or features, you might lean towards the first bag with greater interest. You don’t even have to be a “professional” photographer; in fact, the gravitation is enhanced especially if you’re not. The association is positive, so voila!
Initially, you must label yourself. What are you?
By establishing what you are, you are also establishing what you are not. That’s the first step to brand evangelism.
This strategy is commonly used in labeling sports fans, collegiate rivals, Apple users, music listeners (e.g., Lady Gaga’s “Monsters”) and even moviegoers — think Twihard. So, if you’re interested in creating raving fans, do this.
If you’re interested in further exploration, Chapter 9 of my social media marketing book is full of golden nuggets.
So … how will you label your business? Comment below.
Cheers,
Lawrence Chan
P.S. Once you define yourself, you will need to define your clients with a label. Part of my presentation for for Dutch Wedding Congress in February 2013 will be on this topic. If you’re in Europe, join me!
P.P.S. I don’t do the mistletoe. I do the disco ball.
P.P.P.S. Jinda shared some kind words about my social media book. In a nutshell, it’s worth getting sick for :) just kidding.
Speaking of carrot eating and labeling, here’s one for a possible parenting book —
“Guide to Teaching Kids to Eat Carrots for Everyday Moms”
Notice how I included target audience, verb (vernacular) and self labeling? This can be applicable to photographers / cinematographers / event planners / florists / etc.
I use ‘Natural, Relaxed and Candid Wedding Photography’ on my business cards and people seem to respond well to it.
Well, the ones looking for natual, relaxed and candid wedding photography do, at least!
Haha for sure :) Otherwise, they won’t be happy clients.
Great point Lawrence… even though I’m a BIG TIME hobbyist I have a hard time defining what is that I focus on: Landscape, Architecture, People… I need to give this more thought.
Anyway… I love your articles, very informational… but I did want to point out that you used for twice in a row in the P.S. part. I thought I’d point it out :) Feel free to delete this comment :)
Great article! I guess I would be labeled a nauseous daredevil book reader then :) But seriously, it was totally worth getting sick over!
Hehe nauseous daredevil sounds oxymoronic, but I like.
Great read! Something I need to put some thought in to.
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