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 Corporeal identity
If you think identity is unimportant, consider this. During this year’s Super Bowl broadcast, companies paid $2.6 million dollars for 30 seconds of airtime. That’s right, for the opportunity to reach out to an audience of more than 90 million viewers and spotlight their unique brand, companies were willing to pay at a rate of nearly $90,000 per second.
No matter how you add it up, it’s a lot of money to leave a lasting impression in a small amount of time.
For those that do it well, the return on investment is exponential. For example, the Corporate Branding Index states that more than 20 percent of Coca-Cola’s value can be attributed to its brand. In the first quarter of 2006, the dollar value of this equated to $20 billion. In this context, Coca-Cola’s annual $2 billion marketing budget doesn’t seem so out-of-this world. It clearly pays to influence people’s decision-making processes—to ingrain your product or service into the subconscious.
Ilchi Lee, originator of the Brain Education System Training (BEST) and author of Principles of Brain Management and the forthcoming In Full Bloom: A Brain Education Guide to Successful Aging, suggests that people’s relationship with their own identities are not so different. He writes: “The more you take control of the things you are and the things you will become, the more satisfied and confident you will be within yourself.”
As corporations have known for years, establishing an identity requires a consistent investment. In your case, the investment is in yourself. People will only see you as you see yourself. So how do you see yourself? How do you want to see yourself?
From Ilchi Lee (Excerpted from Principles of Brain Management)
All sorts of organizations and corporations have slogans: “Be all you can be,” “I’m lovin’ it,” “Just do it.” The best ones are simple, concise and speak volumes about the entities they represent. They say a lot about the way companies view their customers and much about how they want the outside world to relate to them. So why not write a slogan for yourself? It will focus your brain on what you really want to be and maybe help you live up to that ideal.
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