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Be prepared to clearly articulate your expertise and brand build using very quick snippets or burst of information.  The bottom line… make sure you are concise. Pack in as much relevant information as you can in a short sentence or phrase. Craft it in a way that plays well in social media.  We need to get used to communicating this way. Think about this…

• In Twitter, we only have 160 characters to communicate our bio and 140 characters to communicate to our followers.
• In LinkedIn – roughly 10-12 words to create a Professional Headline
• In YouTube – average video is under 3 minutes and the most effective are under 1 minute in length

While we may think branding at a glance is a relatively new phenomenon, the advertising world has been using it for years.  Let’s take a nostalgic walk down memory lane to highlight this.

Do you remember that old Rolaids commercial?  They asked us… “when antacid flares up, How do you spell relief?  R-O-L-A-I-D-S.  Rolaids spells relief”.  So whenever you had heartburn and walked into a pharmacy looking for relief, you were conditioned to know that Rolaids was the relief you were seeking.

Here’s a couple more you may remember…

• Wendy’s – Where’s the beef? – Value ->they offer bigger burgers than their competition
• Charmin – Please don’t squeeze the Charmin. – Value –> their toilet paper is softer for your bottom than their competition’s

So… as you think about these examples, use this insight to help create a brand for yourself that clearly (and quickly) identifies the value you can offer.  As we’ve seen, good branding is IRRESISTIBLE!