One of the objectives of branding in postmodernism is essentially getting through to individuals or groups to join your utopia! Is about certainty of one’s world view and the paradox of interpretations that validates the brand’s mindset such as courage, being active, cultured, cosmopolitan, daring,… . Basically, creating an echo chamber of motives and behaviours that embraces the attitudes of individuals and ensues support.
Nike embodies the major characteristics of postmodern branding by juxtaposing essential and ephemeral social experiences throughout their branding efforts. From their logo depicting motion and speed to their inspiring lifestyle, Nike explores the complexity and real challenges of our world at the same time the real basis of motivation, passion and empowerment. Their diverse and connecting social media posts champion creation of tribes that identify with it’s way of life and play an instrumental role to promote the brand. Their stories tap into the essential feelings, the interplay of oppositions and realities that propel us to be a role model, to have that “can do attitude” regardless of the gender, giving hope and saving a child “from the streets to the league”.
The postmodern culture of connecting with your tribe in personal branding is also setting side by side different aspects of our self-image and opposing views. Fragmenting our narratives, documenting extremely realistic images, sharing contents that supports the complexity of ourselves is appreciated by many. Transforming our opinions and beliefs offline and online, into what we consume, wear or undertake should be acknowledgement of contradictions that makes us human.
Forming a loyal postmodern tribe or a community demands the understanding that diversity, differences and similarities are in state of flow. For that reason, plug in to identify trends and shifts from passing ideas, harness your capabilities to help others, tune in to your supporters to help you grow, take risks to make an impact and be conscious of the fluidity of ideas and our ways of life.
Featured image is work of art by : JR – The artist exhibits freely in the streets of the world, catching the attention of people who are not typical museum visitors. As he remains anonymous and doesn’t explain his huge full-frame portraits of people making faces, JR leaves the space empty for an encounter between the subject/protagonist and the passer-by/interpreter. That is what JR’s work is about, raising questions…
Everyone has a brand! The impressions, we leave behind, are combinations of how we have reflected our traits and presented ourselves. Done properly, it serves as a compass for personal development, establishes credibility and is instrumental to our success. Personal branding starts with the ability to outline your skills, intellect, strengths and style. It gives you a clear focus using your best elements and what sets you apart. Once defined, you will be able to shape your brand voice.
The very first step is to pen down:
Who you are! You can use simple terms to define your attributes, such as:
cheerful, confident, culturally curious, witty,….
What is your mission another word your brand promise? An example would be:
“I have a positive outlook, I bring passion and creativity to my work and I am in my element when I help others,…
Define guidelines by thinking of what is your brand and what is not:
Bohemian not conventional; lighthearted not poker-faced; compassionate not indifferent,..
Write 5 words that best describes your core values & guiding principles. The important qualities that you live by and they create value and connection. Such as:
Aspirational, spirited, caring, loyal, honest,…
The exercise gives you a solid foundation to create a coherent brand voice that holds together all your efforts and communication through any medium, to establish your brand.
Now, bringing the brand voice to life has a clear path. Your social media engagements, your style, your interactions are all guided by a set of references that articulates your personality.
Featured image: artwork by Metis Atash – Crystal Buddas Sculptures
Jupilings offers tips on how to create a Buzzzzz around your brand.