The Brand Called You - part 2

In the first part of this series of posts, I answered the question "What is the first thing someone should do to brand themselves?" Today, I continue the discussion by asking ...

What's the next step in branding?

One of the most important things a person can do to begin the branding process is to create what I call a Brand Identity Statement (BIS). Similar to a Unique Selling Proposition (USP), your BIS is a short motto that spells out exactly who you are and what you do.

The ideal BIS should be short and specific while indicating a clear benefit -- so that even someone who is not familiar with you will understand what you stand for within seconds. Vague phrases such as "art that defies definition" or "stories that make you think" won't cut it. Don't hide your identity in a mysterious motto.

Be very clear and specific. For instance, the BIS I use to promote my web site for aspiring musicians is "Music marketing tips and self-promotion ideas for indie songwriters, musicians and bands." It leaves little doubt regarding what I do.

How can you describe what you do in a way that people can understand quickly and enthusiastically?