If there’s one thing you and I know, with our extensive legal training (from watching The Good Wife and other legal dramas), it’s that when you cross-examine a witness, you need to lead them carefully with pointed questions that require specific, short answers. We want yes/no, or we want very brief sentences that confirm what we already know. It’s almost like we train witnesses to fall into our evil ploy. They can’t help but answer us exactly how we want them too, which is amazing, because when witnesses drop those courtroom shock bombs on you, it’s no bueno . . . at least, not for your side of the case.
And that, my friends, is all related to brand statements. So much so that I bothered my brother (a lawyer) for several minutes trying to figure out if what I was saying was at least a smidgen factual. Actually he was very courteous with my questions; I’ll introduce him to you soon. And just wait, because if you think I’m a crazy person . . . but, moving on.
Brand statements and courtroom strategy. We’d love to hear the connection Regina.
I could go all day. But here it is:
If you answer the question, “So, what do you do?” with a trained, short, unengaging response, it might be time for a (new) brand statement—or even a new brand (but that’s a story for another post . . . and speaking of other posts, here’s one where I interviewed my “twin” on her rebrand). In fact, answering this question like you’re being cross-examined is the main, undeniable sign you need a new brand statement.
I wrote this post and developed a brand statement formula out of necessity really. I was so tired of answering, “I’m a blogger” with my head down, like it was something to be ashamed of. Like it would take up SO much of a person’s time to answer in a bit more detail. When we become embarrassed or complacent with what we do, or when we find it hard to proudly present our brand to the world, conversations go something like this:
Random person at a “networking” event: “So, what do you do?”
You: “Oh, I’m a graphic designer.”
Rando McGruff: “Wow. Cool.”
Mr. McGruff will barely remember this graphic designer in five minutes, and tomorrow, no chance.