Does a Homeless Person Have a Brand?

As weird as it may sound, I have been giving this thought for quite some time. As a matter of fact, since Three Hats Marketing moved their offices in June to our current location near the Pyramids (for those of you familiar with Indianapolis) I pass at least one homeless man almost daily at the base of the off-ramp at 465 and Michigan Road. To truly evaluate this, we probably need to first discuss what a brand is.

What is a brand?

Most people I talk with immediately assume that a companies logo is their brand. I think that is a common misinterpretation of the word. I believe that a logo is simply a graphical representation of how the company sees the brand. Brands are not concrete like a logo – brands are feelings and emotions. I have heard it said that “a brand is the emotional and psychological relationship you have with those you come in contact with.”

I would also argue that what your company does and look like can affect your brand. I find myself drawing conclusions about companies in less than 3 seconds based upon an emotional or psychological connection I have with them – through signage, their website, an interaction with an employee, a commercial, their logo and more.

So can a “person” have a brand?

Brands are typically reserved for discussions around companies, but what about people? Can people have a brand?

Well let me answer that question with two words: Tiger Woods. When you read his name, did it immediately draw an emotion or psychological reaction for you? I’m sure it did, and certainly his sponsors realize that it doesn’t evoke the same “emotional and psychological response” it did 6 months ago due to his recent issues in the news. Companies do realize that people have brands and they sometimes invest millions in them.

What are the benefits of a brand?

Branding offers you and your business both internal and external benefits. Externally, you create an identity that can connect with people – basically you form emotional relationships with those you come in contact with. Why is that important? Because in large part, a person’s buying decisions are based upon their emotional connection with that product or service.

Internally, your brand can serve as your conscience, or internal compass. By understanding your brand, it can help you make business decisions both operationally and in a marketing capacity.

So what about that homeless person?

OK, so we now have discussed that a brand is an emotional and/or psychological relationship you have with those you come in contact with and that “people” can have a brand. But is a personal brand only reserved for that “high ticket” celebrity or can even a homeless person have a brand?

Well, let me ask you this question: when you drive to the bottom of the ramp and see a person standing there asking for money, do you draw an emotional or psychological feeling about them? I do. Maybe it is just my marketing background that causes this (I doubt it), but I draw conclusions about their situation based upon how they are dressed, what their sign says, what they have with them, and the look on their face. All in about 3 seconds.

People make this “3 second” determination about celebrities, about homeless people, and everyone else including you and the company you work for. The million dollar question is “are you and your company paying attention to this fact?” Does your logo evoke the “feelings” about your brand you want? Does your website? Does your employees?

These pieces are a huge part of successful marketing. If you or your company need help in sorting through these issues – give us a ring. We promise to give you more than 3 seconds consideration.

One Response to “Does a Homeless Person Have a Brand?”

1. Tweets that mention Does a Homeless Person Have a Brand? « Three Hats Marketing – Outsourced Marketing Department – Indianapolis Indiana -- Topsy.com says:

   January 14, 2010 at 5:59 pm

   [...] This post was mentioned on Twitter by Melanie Green and Three Hats Marketing, matthewmaudlin. matthewmaudlin said: Three Hats Marketing new blog post: "Does a Homeless Person Have a Brand?" http://tr.im/Khkb [...]

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