Good films always have two layers. The first layer represents what you see and hear: character, events and story. The second layer reveals motive, emotion, insight, a character's moral fiber and their life philosophy. Linking these two worlds is what makes a good film great. The same holds true for personal expression as well as branding and communication.Can you communicate your desires without directly stating your intentions?
Expressing yourself indirectly has the powerful of bringing proving what you want instead of simply stating it. It exudes authenticity because it requires knowledge and mastery, which is tough to fake.
Lets say you want a new job. You join LikeMind on Facebook and set out to network in the hopes of getting an interview. You show up at the event and you don't describe who you or even mention you're looking for a job. You offer up interesting ideas and add insight with a touch of humor. You aren't networking, you're branding yourself. It sounds like advice straight out of "How to Win Friends and Influence People," but the truth is there is something powerful about avoiding the obvious. It is a tactic that allows you to brush off an air of desperation.
Or let's say you're a marketer and want to create buzz about your knew products and do some consumer research. The best way to turn people off or even piss them off is by trying to sell your product. It's because you're peddling something; but what if you tried to connect with a consumer out of genuine interest? In brand research some of the most interesting insights have come from conversations that consumers have with each other. It makes so much more sense to design a blog or a website that fosters a community and allows you to interact with your consumers. It engages the consumer and genuinely allows them to impact a product or service. It's this authentic collaboration that allows the consumer to shape the company to their needs.
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