When we think of certain professions, our minds immediately conjure up a particular image - one that may or may not accurately reflect the reality of that profession. For instance, when we hear the word "lawyer," we might picture a slick, sophisticated man in a suit, while the term "parenting instructor" might bring to mind a kind, curly-haired woman. I call this phenomenon "superficial branding”, and it can have both positive and negative effects on professionals in various fields.
On the one hand, superficial branding of others may help us shorten the decision-making process. On the other hand, it can be damaging to those who do not fit the mold. For instance, a male parenting instructor may struggle to convince potential clients that he is the right fit for the job if people tend to associate the profession with women. Similarly, a lawyer who does not fit the slick, sophisticated stereotype may have a hard time convincing clients that they are trustworthy and capable.
But wait. Not fitting the norm does not necessarily mean it’s a bad thing.
By embracing a unique and differentiated brand image, professionals can break free from these stereotypes and take control of their own narrative. By creating a unique and differentiated brand, professionals can stand out in a crowded market and make a lasting impression on potential clients. Two examples of clients of mine: A parenting instructor who is assertive and enjoys complex cases adopted a "commando" style branding with military metaphors; A children's author who wants to break away from the smiling, childish image went in a serious, research-heavy direction.
As a branding strategist, I have seen firsthand the power of going against the grain and presenting a different image. While the expected norm in my field is assertiveness and dominance, I have found success by emphasizing my sensitivity and ability to listen to what's said and implied between words.
What do you want people to know about you and your profession? Is it different from what's typically conveyed? If so, embrace that difference and go as far as possible to create a brand that truly reflects you. Doing so will set you apart from the pack.
