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You might think that using your own name to brand your business is a no brainer.

Although it appears to be a simple solution, in the long term, using your own name is a much more difficult way to create a meaningful brand.

What about Lorna Jane, Donald Trump, Pete Evans or Coco Channel, I hear you say?

Of course it has been done and there are well known 'name based' brands, but what may seem an easy way out at first, could create a rod for your own back.

You see, the human brain ‘sees’ brands with emotion and attaches these to a memory in order to recognise and recall a brand when the need arises.

When you use your name as your brand name, any emotional connection is based on your personal behaviour rather than on a meaningful brand story.

In this disruptive and distracting World, it's vital that your personal brand stands out in order for your ideal prospects not only to see you, but to have a real reason to choose you.

You can make yourself visible using social media, speaking at events, running webinars or workshops and of course writing a book. These tactics are all important, but in order to really stand out, and to do it confidently and consistently, your personal brand needs to have a rock solid foundation.

A recent examination of Amazons catalogue indicated there are over 1.8 million business books available, with 22,161 new books added just in the last 90 days.

But how many of them get read?

According to Amazon 2015 sales data, on average 37 business books are sold each day. But they lag far behind the massive fiction book sales (634 sales per day) and rank 8th in non-fiction sales, well behind teen & young adult, religion & spirituality, children’s books and biographies.

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Of course business books are not always written to be sold. Many are used to provide profile for the author, to add credibility to their credentials.

The e-book has become the modern day business card, and it definitely helps to launch a personal brand when you have a book to your name. It’s just that not all business books are created equal, probably because it’s just a bit too easy to produce one.
So why do so many business books never see the light of day?

In the study of Neurobranding it has been enlightening to undercover how our brain subconsciously deals with the 5000 branded messages it is hit with every day.
Given there are so many messages, it's not surprising that we miss many of these messages on a conscious level, but they do get through to our subconscious brain, and form attitudes and beliefs we are not even aware of.
That's why consistency and repetitiveness is so vital for a stand out brand.

Is there a hidden message in your brand that targets
that subconscious level?