Developing a Marketable Brand, Part 1

What is your image?

Your image is what people see when they walk past you on the street. It’s what they feel when you introduce yourself to them. It’s what they get from the presence you have online and in general media, and the character they get to know through your performance. Many people have the wrong idea of what the “image” is.

Your image is not you. It is not a shadow of you. It is a simplified depiction of you that people who don’t know you use as a reference for you. You would be smart to create your image from scratch and with careful stitching and intention, or observers will create your image for you because you were too careless to do it yourself. That is a dangerous power to give away. If your image doesn’t align with the person you are, you will find it hard to get people to identify with, follow, and support you.

Developing a reputable and memorable image

When developing an image, come up with an easily digestible and identifiable schtick/personality and stay away from fabrication. If you make up a part of yourself, you will be forced to live with that part attached to you. For example, if you have an online presence that appears flashy and vibrant, but in person, you are anything but, it’s hard for people to feel like they know you which is what makes people want to follow you. The consistency in your character is pertinent. You will never fail at that if you remain true.

Your image must be a simplified version of the true you. The key word here is “simplified”. You can’t expect the masses to properly understand your complicated world and your complex motivations. Putting the entire story on the shelf will get the first two pages read. You have to learn to condense your story into a few important components that shaped the person you are today. This will make it easier for an audience to find time for a personality like yours. Once you have opened the door and won their trust, you can decide if you’d like to slowly reveal deeper aspects of yourself, or if the limelight is too hot for you.

Your “vibe” should be easily described with 3 or 4 words ex: the “funny/sexy/outrageous-type” or the “charming/witty/mysterious-type”. This isn’t intended to show people the real you, so don’t take the oversimplification personally. This is what casting directors refer to as the archetype. It is a subtle representation of you intended to keep people from being scared away from identifying with you because of the complexity of your real nature.

Everyone is complex, but that notion is heavy knowledge to be receiving from a stranger or performer. They have to learn to accept you first. The most important thing to do is get people hungry for more of you. This is the time for you to really open up. Don’t be afraid to get vulnerable. It shows that you are passionate about your art and that you are giving a lot of yourself on a very personal level. This type of vulnerability takes courage and courage in the face of judgement is something that everyone can identify with. It adds an air of fearlessness to your archetype which makes you inspirational.