Many years ago, I was friends with Tom Peters’ brand manager.
I asked him for his definition of a brand. He gave me six simple words: “What your customers say it is.”
It’s not your logo. It’s not your colors.
Those things change.
Your brand is the promise you make to your customers, and how they perceive that promise.
People often said wearing purple shirts was “on brand” for me.
It wasn’t. My clients don’t care what color shirt I wear. They care about the impact I make.
As I double down on Personality Poker, I’ve been rethinking my attire.
Instead of dark jeans, a blue blazer, and an untucked purple dress shirt, I now (most of the time) wear a black suit with a dress shirt covered in playing cards (or poker chips).
My clothing will change.
But the commitment I make to my clients never will.
P.S. Although I was hesitant to wear this shirt, my wife suggested it—and she was 100% right!