There are different ways of building a brand. Some swear by building it by choosing a niche and digging down deep, while others do the opposite.

You can also look at a difference between a French style of branding and an American.

The French, especially in the luxury segment swears by not doing marketing or branding at all. They believe that if you create a fantastic product, then tell about its creator and who the creator is then customers will be attracted to it.

On the opposite you have the American way. The American way which most of us are familiar with, is almost more about how you talk about your product. It doesn’t matter as much to create the best product.

Should be based on who you are

You are the product in this circumstance. Do you have something special to offer or do you blend into the masses?

I have talked before about monitoring your competition. According to the “American” way you have to.

But what if you stopped?

What if you focused on yourself, and tried to find new ways of telling stories about your abilities and your experiences.

Doesn’t that sound more creative?

A niche is artificial

The problem with the “American” way of branding and niching down is that it’s artificial.

A human being is complex and so should a brand be.

Telling stories about you as a brand does not mean you have to repeat the same story over and over again. Your possible fans will be alienated by it.

Sure new people will be attracted to something they haven’t heard before but is it worth it?

You should have a clear idea of what you are trying to accomplish but you can tell it in different ways.

A story always have more than one angle.

So isn’t a better idea to build a brand based on all the aspects of who you are and all the passions you have?

It might take a little bit longer but it will encapsulate your possible fans more. You will have more loyal fans if you are human enough to admit to your complexity.