I’ll never forget my first encounter with branding.
I was about 7 years old, plodding around the playground at recess in my Converse High Tops. But all I wanted was a pair of Nikes.
My shoes were comfortable. They were functional. And, in hindsight, they were hip!
(Plus, my mother probably saved a fortune on them at Marshall’s.)
But none of that mattered. My friends had Nikes. MJ sported Nikes. All I wanted were Nikes.
A few years later, I got my coveted pair of Nikes. And, aside from one pair of cross country running shoes, every pair of sneakers I’ve ever owned since then has either had a Swoosh or a Jumpman logo on it.
Branding is real.
***
I’ve harkened back to this playground scene a lot recently. It’s been getting more and more difficult for me to find Nike shoes that meet my fashion standards and fit my wide feet. And when I do, I end up paying a fortune for a product that frankly isn’t worth the extra money.
Yet, I keep coming back, as reliably as Pavlov’s dog.
Despite my knowing better, I’m loyal to Nike. It’s my look — and that makes it my only choice, for better or for worse. When the University of Miami switched apparel providers from Nike to Adidas in 2015, I quietly mourned the decision; I’ve since significantly cut back on the amount of t-shirts I’ve bought from my alma mater.
Nike is part of how I express myself. And — though it loathes me to admit this — Nike matters to me.
***
What keeps me coming back to the Swoosh? I could list any number of marketing psychology terms, but I’ll focus on one aspect — the narrative.
Stories are a powerful component of our lives, and branding is a key part of our personal stories — although not in the way corporate branding executives aim for. (Sorry Nike, I don’t think buying a pair of your cross-trainers will make me run like Usain Bolt.)
No, branding serves as a supporting actor in the feature production that is our lives. The styles we wear, the tech we buy and the food we eat at different points in the story — these are all impacted by branding. Either we’re loyal to certain brands or we’re consciously fighting the grip that a company name can have over our lives. In each case, brand influence is a factor in our personal brand.
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And personal branding is significant. We are constantly sending a message — actively or passively, consciously or subconsciously. How that message is perceived can impact our destiny; this is why we try and take ownership of our own brand identity.
But where should we turn for inspiration when undertaking this task? I feel the best answer to that question is actually…companies like Nike.
You see, the impact of corporate brand influence on our lives is twofold. On one hand, it can embed itself in the story we tell. On another, it can provide us a reminder of which principles to master when crafting our personal brand.
Specifically, it can demonstrate how to build connections to our hopes and dreams. It can show us that how we act, how we dress, what we say and what we do can help us attain the life we desire — whether that be the job we dream of, the family we aspire to build or the circle of friends that we seek to maintain.
The foundation of the life we strive for might already be in existence. But until we take ownership of the narrative, our story is being written on autopilot.
***
It’s time to take control of the branding of us. Whether this means strengthening the connections we already have or breaking with them to build new ones, we must take the helm in writing the narrative of our lives.
We’re obligated to take on this task, because doing so can reap benefits for so many. A properly managed personal brand can help drive us forward, and positively impact those we come across. It can allow us to speak to our community in a way that truly resonates. It can help make the world a better place.
The branding of us is within our grasp. But it’s on us to make it happen.