The Impact of Branding: On the 16th of June, Stan Lee’s new documentary launched. Of course, within a handful of hours “Stan Lee” was trending on Twitter. And, among the thousands of comments that flooded the social media, there was one that went viral.
Written by the user @comicyehu, the tweet reads:
| “Stan Lee was important to the history of Marvel comics” and “Stan Lee was also great at controlling narratives and his self-image to gain more recognition than his peers that had a way bigger hand in creating the character he built his fame on” are not conflicting statements. |
Given that Marvel wasn’t (and isn’t) a one-man production, it is undoubtedly true that Stan Lee wasn’t the only person behind Marvel’s work. It’s also equally true that Stan did work a lot on his self-image. Hadn’t he done that, he wouldn’t be as known as he is today. Think about it: you don’t have to be a die-hard comic fan to know who he was or have an idea of what he did. And that, dear reader, is because he did one crucial thing. One thing that every entrepreneur needs to get right to stand out and gain the undying loyalty of their followers: he got clear on his branding.
So, let’s dive into the power of branding.
Beyond the Logo: Unveiling the Influence of Branding
Branding permeates every aspect of our lives. Whether we realize it or not, it’s with us from the moment we wake up and reach for our favorite cereal box at breakfast. Actually, it’s the reasons we chose that particular cereal box at the supermarket, to begin with. But it’s also in the advertisements we encounter throughout the day, in our work laptops and on our washing machines. No matter where we go, branding surrounds us. But what exactly is branding, and why does it hold such sway over our decisions and perceptions?
Long story short: branding is your company’s Superpower. It extends far beyond a company’s logo. A company’s branding is who they are. It’s their DNA, their message, the way they come across. Speaking from a customer-facing point of view, branding encompasses the overall experience, emotions, and associations that a brand evokes in consumers’ minds. It is the sum total of a company’s values, personality and unique selling proposition.
That’s right, I put values first. Because values are the core of EVERY branding strategy. Nowadays, consumers don’t just passively buy. They look you up online, they study your brand and your values. And if your values align with theirs, only then do they decide to buy. Just like a person, a brand has its own identity, which can be carefully crafted and strategically managed. And if you get it right, your company won’t be perceived as just a company anymore, but as a way to express the consumer’s values. Only when you get your brand right will you attract like-minded, loyal people who will choose you above everyone else. But why is branding so effective? Let’s learn by dissecting Stan Lee’s personal branding.
Branding’s Impact: The Power to Create Perceptions and Foster Profound Connections
Consider the impact of legendary creators like Stan Lee. His creative genius and storytelling prowess made him a storyteller who crafted stories we all loved, but it was his personal branding that created an impact and cemented his status as a cultural icon. Stan Lee was not just a comic book writer; he was a visionary, an ambassador of imagination and a champion of underdogs.
Stan Lee’s image persists for several reasons. Firstly, his comic books embodied these themes. However, his creations extended beyond the pages, deeply resonating with audiences, eliciting a range of emotions from excitement to inspiration. Spider-Man’s success as a superhero stems from his relatability; an ordinary person facing personal struggles and lacking romantic success. Despite being dismissed by Lee’s editor, Spider-Man defied expectations and became one of the most popular heroes. Why? Because anyone could be Spider-Man. Everyone could identify with the obstacles Peter Parker encountered. Irrespective of gender or skin color, anyone could become a superhero. Lee strategically aligned his personal brand with these emotions, forging a genuine, profound connection with fans and shaping public perception. This approach flawlessly captivated us all.
Unveiling the Impact of Branding: Stay Consistent, Be Recognizable.
I’ve said it countless times: inconsistent marketing is a waste of effort. A strong brand is instantly recognizable and it is that always showing up in the same way, with the same values, that gives a brand personality and allows consumers to understand it and empathize with it. Stan Lee’s brand was consistent across all mediums, whether it was comic book covers, interviews, or his enthusiastic appearances at conventions. Even his signature is instantly recognizable to fans of his comic books’ fans. But it didn’t stop there.
It’s hard to keep your branding consistent if you only operate in one industry, but nothing tests good branding like spreading across multiple sectors. Stan Lee’s influence and impact reached beyond the realm of comic books. His glasses and smile were recognized by everyone who had seen one of Marvel’s films or read one of his comic books. His ideas defined and inspired generations of young creatives. And it is this part of marketing that’s my favorite; the one where you make an impact.
Building a Lasting Legacy: Lessons from Lee’s Branding Success
Stan Lee’s branding success offers valuable lessons for individuals and businesses alike. First and foremost, authenticity is key. Lee’s brand was an authentic reflection of his creativity, passion, and unwavering belief in the power of storytelling. Those were his values and he became his values’ champion. Second, consistency across all brand touchpoints reinforces recognition and establishes a strong brand presence. Finally, emotional resonance creates lasting connections with consumers, fostering loyalty and advocacy.
The power and impact of branding is a force that shapes perceptions, influences choices, and leaves an indelible mark on popular culture. Stan Lee’s personal brand serves as a prime example of the transformative impact that branding can have. Through his creative vision, genuine passion, and unwavering commitment to storytelling, Lee built a brand that transcended comic books and became a cultural phenomenon. So, while we can all agree that it is impossible that Lee was the sole and biggest creator behind Marvel, he is the most recognized thanks to his branding efforts.
And it is because of this incredible world-changing impact that branding has, that on Friday I will bring you the 5 Steps (in 5 books) you absolutely need to take to get iconic branding. If you don’t want to miss it, make sure to sign up for the newsletter.
