Branding Lessons from My Teen

My son turned 17 last week. Can you guess what his ridiculously oversized pants have taught me about branding?

(Hint: it's not just about the statement they make.)

The pants are ridiculous. But I realized something ⤵️ He knows exactly what he's doing.

Here's what I learned from watching him build his personal brand:

1️⃣ Know your audience and speak their language

My son's giant pants look ridiculous to me and his grandmother, but who cares? We're not his target audience.

The other teens? They get it. And that's all that matters.

→ Stop trying to appeal to everyone. Your ideal clients will resonate with your authentic voice, even if others don't.

2️⃣ Consistency builds trust

We once stopped for dinner in the middle of nowhere, after a climbing trip. He was wearing slimmer athletic pants and he refused to get out of the car because there were teens nearby.

Hundreds of miles from home, surrounded by strangers... and he was protecting his brand.

→ Your audience should instantly recognize your brand, whether they're on your website, social media, or reading your newsletter.

3️⃣ Every choice should serve your goals

My son has one goal: status among his peers (or "rizz" as the kids say. Or were saying? Am I already out of date on the latest lingo?!).

Every choice—from his music to his language to those enormous pants—serves that goal.

→ A beautiful brand means nothing if it's not helping you reach your business goals.

🤩  My kid’s strategy is working for him. He's building exactly the reputation he wants, parental opinions be damned.