The Power of Branding!

An interesting thing happened to me while I was on holiday recently that reminded me about the importance and power of branding! This is often something that is under valued by small business owners.

Last year I had some sloppy tee shirts made and supplied by my favourite branded workwear company for me to wear on holiday. I had my #FlipFlopPsycho logo plastered all over the front and back so that it was very easily seen, excellent attire for the beach and pool!

Two days into the holiday and we are in a lovely walled garden restaurant in Cefalu town centre, Sarah and I have sat down and enjoying a nice glass of Sicilian red when I’ve noticed this couple on a table in the corner keep looking over at us… I thought I had grown horns or something.

After we had finished our meal and was just ordering a coffee the man on the other table walked over to us and said, “Excuse me but are you Ash Lawrence?” Now then, I realise I am quite well known in Kent but in Sicily, really? I tentatively replied with a “Yes, why?” He said “I saw you walking on the beach a couple of days ago and wondered what #FlipFlopPsycho was? I saw the logo on your tee shirt so looked it up on google and found out all about you!”

If you were one of my clients, you would know that I bang on about engaging with people as you never know where that journey might go, so with that in mind I asked him what he thought about what I did? He asked if I could answer him a couple of questions about his business if he bought us a bottle of wine. Oh well, fair exchange is no robbery!!

An hour later and more than a couple of glasses of an excellent red, with him and his wife we agreed to meet back in the UK.

Some important lessons with this story…

1 – The Power of Branding. The power of branding is when you are able to take your brand to a level that anyone can easily identify it. That’s when your marketing and advertising campaigns have succeeded. This is one of the benefits of a strong brand.

2 – We are always networking. We are always networking and we get what we network for. It doesn’t matter where you are or what you are doing, there are opportunities to meet people and engage in a conversation.

3 – You must ENGAGE! If you don’t engage with people either face to face or on social media how are you going to start a journey of discovery with that person? What’s the worse that could happen? Generally the people that get on in life are the great communicators, so just give it a go and ENGAGE!

4 – Positive social proof. Having testimonials on your social media that others can see is a great way to get your reputation out there! A lot of people are afraid to ask for recommendations from people that they have worked with. ASK THEM! If people can see that you are visible and effective then it speaks volumes about you.

Back to the man in question… We met for lunch at St Pancras station and agreed that I would go in and meet his directors, which I did and he has now signed a two year deal for me to work in his business as non-exec director.

All this from a sloppy tee shirt and a #FlipFlopPsycho logo!

Thank you Carrie Stay from Clockwork Moggy for the logo and Rachel Cowell from JustSo branded clothing and workwear for the Tee’s.

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Reticular Activation System!

Our brains are incredibly complex. We can sift through billions of bits of data at any given time. And somehow, so we don’t short circuit, we have to organise that information. The Reticular Activating System helps with that.

The Reticular Activating System (RAS) is a bundle of nerves at our brainstem that filters out unnecessary information so the important stuff gets through. The RAS is the reason you learn a new word and then start hearing it everywhere. It’s why you can tune out a crowd full of talking people, yet immediately snap to attention when someone says your name or something that at least sounds like it.

Your RAS takes what you focus on and creates a filter for it. It then sifts through the data and presents only the pieces that are important to you. All of this happens without you noticing, of course. The RAS programs itself to work in your favour without you actively doing anything. In the same way, the RAS seeks information that validates your beliefs. It filters the world through the parameters you give it, and your beliefs shape those parameters.

If you think you are bad at giving speeches, you probably will be. If you believe you work efficiently, you most likely do. The RAS helps you see what you want to see and in doing so, influences your actions. Psychologists believe that you can train your RAS by taking your subconscious thoughts and marrying them to your conscious thoughts. They call it “setting your intent.” This basically means that if you focus hard on your goals, your RAS will reveal the people, information and opportunities that help you achieve them.

If you care about positivity, for example, you will become more aware of and seek positivity. If you really want a new yellow car and set your intent on getting one, you’ll tune in to the right information that helps you do that and all you will see is yellow cars. (Don’t think about yellow cars!)

When you look at it this way, The Law of Attraction doesn’t seem so mystical. Focus on the bad things and you will invite negativity into your life. Focus on the good things and they will come to you, because your brain is seeking them out. It’s not magic, it’s your Reticular Activating System influencing the world you see around you.

There are many  ways to train your RAS to get what you want, and I find this method to be the most practical:

1 – First, think of the goal or situation you want to influence.

2 – Now think about the experience or result you want to reach in regards to that goal/situation.

3 – Create a mental movie of how you picture that goal/situation ideally turning out in the future. Notice the sounds, conversations, visuals and details of that mental movie. Replay it often in your head.

Of course, in reality these things aren’t as easy as they sound, and I do believe that our Reticular Activating System (RAS) can be trained. It’s about visualising what we want, and then letting our subconscious and conscious work together to make it happen.

The idea is: If I can hear my own name in a crowd of thousands, can I also tune my brain to focus and attract the things that matter to me? I’m fairly certain I can. I have to continually refocus and remind my brain what matters and what doesn’t.

If we set our intent and refocus, though, our RAS might help us get what we want. Our brains look out for our best interests. Our RAS is filtering through billions of pieces of data so we can see and hear and be what we want to be.

Be careful what you wish for!

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